Mizone relaunches with ‘find your zone’ brand positioning
Australian sports drink Mizone has relaunched with a brand campaign to position the drink as “better for you”.
A series of out-of-home posters feature Australian cricketer and footballer Ellyse Perry, TV presenters Liv Phyland and Teigan Nash alongside personal trainers Dan Adair and Danielle Bazergy.
Created by The Projects, a 15 second commercial has also been created which shows Australian atheletes training with their Mizone Sport drinks.
Leigh Coleman, managing director of Mizone, said in a statement: “In relaunching this iconic brand we’re excited to present the diversity of motivations that people have when it comes to fitness and embrace the fact that everyone is motivated by something different. This campaign reflects that motivation is personal and can be a feeling of confidence, strength, togetherness or simply a sense of achievement from just being sweaty.”
Shaun Profeta, head of strategy at The Projects, added: “We wanted to showcase what fitness means to real people and actually present what it is people mean when they say that they are “in the zone” in a more fun and inclusive way.”
Credits:
- Client: Frucor Suntory
- Jessica Osborne – Assistant Brand Manager
- Leigh Coleman – Marketing Manager
- Amanda Verardo – Head of Developing Brands
- Mark Wiedermann – Marketing Director
- the projects*
- Shaun Profeta – Head Of Strategy
- Sasha Jeppesen – Creative Strategist
- Genevieve Bateman – Project Lead
- Walter Flamenco – Art Director
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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