SBD/January 10, 2013/Marketing and Sponsorship

Super Bowl Ads: Water-Enhancer MiO Making Debut; Images From "Walking Dead" Ad Leaked

Kraft yesterday announced that its water-enhancer brand MiO will debut a 30-second commercial during the third quarter of Super Bowl XLVII (Kraft). AD AGE's E.J. Schultz noted MiO was launched in '11 as the "first nationally marketed 'liquid water enhancer' and has found immediate success." Sales are on pace to "at least double this year" to more than $200M. Kraft last year "shifted Mio creative duties to WPP's Taxi from Dentsu's McGarryBowen." Kraft did not "immediately confirm which agency has been assigned the Super Bowl spot" (, 1/9). Meanwhile, BUSINESS INSIDER's Laura Stampler noted not "much" is known about a debut Super Bowl debut ad for AMC's "The Walking Dead" TV show. But actor Norman Reedus has been "tweeting out costumes and scenes from the set while the cast has been shooting ... complete with dead zombies with arrows coming out of their heads." Stampler wrote the Super Bowl is a "family friendly game and ads can get axed for being too sexual or violent, so it will be interesting to see how 'The Walking Dead' toes the line" (, 1/8).
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