Marketing Diet Kool Aid to Adults

By Paul Yeager, author of Literally, the Best Language Book Ever

The difference between a success and a flop is often not the product; it’s often the marketing.

And marketing is certainly the first thing I thought of when I discovered that MiO Liquid Water Enhancer is basically diet Kool Aid for adults.

Ok, it might have been the second thing I thought of–after I wondered if they also offer a Solid Water Enhancer.

Seeing the commercials on television, I originally assumed that MiO must be catching on to the trend of either mineral- or vitamin-enhanced water, or at least one of those subtle naturally flavored drinks, but it’s not. As the ingredients listed below indicate, it’s just an artificially sweetened drink with an appropriate dye color.

MiO Liquid Water Enchancer Nutrition Facts

MiO Liquid Water Enchancer Nutrition Facts

In other words, it’s Diet Kool Aid for adults, or at least the combination of Diet Kool Aid and Crystal Light since MiO is mixed similar to a single-serving size of Crystal Light.

I’m not saying that there’s anything wrong with that–or with the product itself–but it is a good example of the language of marketing. I just think that they’re aiming for a different market than the Kool Aid market, so they needed to frame the product differently.

Personally, I’d rather have Diet Kool Aid–and it’s not like this guy couldn’t stand to lose a few pounds!

Kool Aid pitcher

Kool Aid pitcher

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