Driving Trial for Gen Z Hydration
Drove trial and awareness among Gen Z consumers by delivering an “Event In A Box” complete with branded elements, swag, and samples to fitness studios and colleges. Field Teams also activated at relevant events.
Introduction
Mio partnered with Aha! to increase awareness and trial among Gen Z, an audience that values convenience, flavor, and better-for-you hydration options.
The goal was to introduce mio in relevant, real-life moments that encouraged first-time trial and built consideration.
The Challenge
Mio was looking to motivate Gen Z to try a customizable hydration product. The product had to be sampled with water, requiring venue partners to act as brand ambassadors and effectively prepare and serve the product. The target audience needed to be reached in spaces where they gather while delivering experiences that felt fun, authentic, and approachable.
Our Approach
Aha! developed an experiential sampling strategy that put mio directly into the hands of Gen Z in environments aligned with their routines and interests. By creating memorable trial moments, the program encouraged natural discovery and hands-on engagement without disrupting daily behavior.
Insights for Beverage & Hydration Brands
The mio program reinforces a key insight: trial is most impactful when it happens in real-life, high-intent moments. For beverage and hydration brands, Aha! can help deliver:
- High-intent product trial in lifestyle and fitness settings
- Engagement with new and incremental audiences
- Measurable lift in consideration and purchase intent
- Scalable programs that protect brand integrity
Mio’s results demonstrate how strategic sampling can drive trial, strengthen relevance, and convert curiosity into meaningful engagement.
