We got consumers to roast our rivals by offering the world’s first Energy Drink Insurance.
A crash is an episode of negative symptoms like fatigue, brain fog, or jitters that occur after consuming a high amount of sugar and caffeine.
Turns out, this happens to over 55% of people after drinking an energy drink. That’s Bull. The market is overflowing with massive brands that just leave consumers feeling gross. MiO Energy, on the other hand, is a customizable water enhancer that doesn’t fill you with sugar and regret. But in an overcrowded market, no one was hearing us. We needed Gen Z to discover MiO as the answer to crash-free energy. So how do we make noise in an industry run by the big guys?
You can claim a car crash, so why not an energy drink crash?
To show energy drink lovers that MiO has them covered, we created the first-ever Energy Drink Insurance, covering the damages caused by the competition. We launched when energy drink sales skyrocket, exam season, awarding cash for every crash. We hooked Gen Z by running our campaign on TikTok, using Jack Innanen, one of the platform's most recognizable faces, as our claim adjuster.
We turned the industry’s problem into our publicity.
Consumers everywhere called out our competitors. The shakes, drowsiness, sweaty pits, nervous sh!#$, you name it, they claimed it. Millions of people on TikTok watched our adjuster hilariously evaluate the claims and award various amounts of money depending on the "damages." We also threw in some MiO Energy to ensure they never crash again.
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