The Ask: Make Mio the energy drink of choice for young 20-somethings, and motivate them to replace other caffeinated beverages with Mio energy during summer of 2024

The Campaign: “The Mio Drop”

The Idea: Introducing an experiential event called the "Mio Drop” your not-so ordinary dunk tank experience! It's an invitation for students to unwind and recharge their energy levels right before they jump into their final exam season. Each dunk tank is designed to resemble a giant cup, inspired by the various flavors that Mio Energy has to offer. Feeling the need for an energy boost for your study session? Head over to the green Mio tank. Craving some extra pep to power through those early morning classes? The pink Mio tank is calling your name. With the power of nine energy drinks into one tiny bottle, Mio is here to show students that energy can be as colorful as it is flavorful. The “Mio Drop" is also giving participating students the chance to score some fantastic perks, including free shirts and a Mio flavor that matches their dunk tank of choice.

The Mio Drop is the perfect reminder that even during the chaos of a hectic finals-week, there is always time to squeeze good in.