MiO, which means “mine” in Italian, complements the desires of its
18-to-39 “Generation Next” target group, allowing them to customise their
everyday experiences, claims the company.
Liza Laibe, MiO senior brand manager, told BeverageDaily.com:
“MiO answers this wish to personalize life’s experiences in a way no
other beverage can”.
MiO is essentially sugar free cordial, and not, as you may have assumed from the above quotes, the answer to all lifes questions and liquid ecstacy. The reason I am writing this up in 3Votes is really to highlight the insane language that has taken a hold of the companies that once simply produced our food. I dont want my beverages to personalise my life experience, I want them to quench my thirst. I dont need my everyday experiences customised, I just want my food to come from the ground and taste delicious. This is a rather new phenomenon in the food industry that used to rely massively on classical food descriptors to sell us frozen reconfigured mush, as "Fresh, golden, brown and delicious." They seemed to have moved into their own world, no longer is Kraft trying to convince us MiO is a natural experience, now its a super natural experience. Lookout water, it look's like youre about to get done in, by a fat toothpaste tube!
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