Kraft’s new MiO Energy is a pocket-sized bottle of liquid energy, packed with flavour that changes water from utterly boring to as energising 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 Energy as a like-minded soul, a portable energy 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 Energy as they constantly explore the new and different in their local watering hole.

The results? Demand for MiO Energy exploded. We’re in nearly every convenience store in the US Having already reached $100m in sales, we’re on track to easily double that this year. Which puts MiO’s growth rate in the top one half of one percent of all product launches in US beverages.