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Krafts MiO looks to score at Super Bowl

GLENVIEW, Ill. —  Kraft has joined with other leading advertisers willing to plunk down several million dollars for the opportunity to air a 30 second sport promoting its MiO brand water enhancer during the Super Bowl XLVII on February 3.

"Nearly two years since we launched, MiO has already proven to be a huge hit with millions of fans," said Doug Weekes, VP of refreshment beverages for Kraft. "So it's only fitting that our game-changing liquid water enhancer will lead the new Kraft onto the world's largest advertising stage during this year's Super Bowl."

The ad promoting MiO, one of the most successful new product introductions in recent years, will air during the third quarter. The announcement of its very first Super Bowl commercial spot comes nearly two weeks after Kraft released its plans for 2013 with a new line of products and flavors, one of which is new Cherry Blackberry flavor MiO.

"Bland and boring do not cut it anymore," Barry Calpino, VP, breakthrough innovation at Kraft said at the time. "We're seeing an all-out quest for fun, passion and adventure in food and beverages as people embrace a multitude of global and regional flavors. Culinary experimentation is 'in,' so everyone wants the flexibility to customize their food. Our latest innovations are fun, great-tasting products that meet those needs and are in sync with today's lifestyles."