Kraft’s new MiO is a pocket-sized bottle of liquid, packed with flavour, that changes water from utterly boring to as delicious as your taste desires. Our brief was to reach out to Millennials, a group that’s all about seeking and embracing change, and launch MiO as a like-minded soul, a customisable beverage brand that’s all about change too.

To badge MiO’s change-agent spirit, we’d crafted the tagline, ‘Shake things up’. With the work, we didn’t want to simply illustrate our scripts. We wanted to prove our brand personality by shaking up the animation category itself. Using a team of freehand illustrators together with proprietary software, we created a pack of fully CGI-rendered animals unlike anything ever seen. They enjoy MiO as they constantly explore the new and different in their local watering hole.

The results? Sales tripled within a month of the campaign’s launch. Having already reached $100m in sales, we’re on track to more than double that this year. This puts this spanking, new brand’s growth rate in the top one-half of 1% of all product launches in US beverages.