Kraft plans a Super Bowl squeeze for its Mio water enhancer

01/9/2013 | Advertising Age (tiered subscription model)

Kraft Foods is using a Super Bowl spot to advertise its liquid water enhancer, Mio, a product directed at millennials that was launched in 2011. Kraft recently handed WPP's Taxi creative duties from the brand, in a shift from McGarryBowen, but the company did not specify who would produce the spot, which will air in the third quarter of the big game.

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