One of the most intriguingly disturbing television commercials on air at the moment is for MiO, a “revolutionary” liquid water enhancer “that gives you something premade drinks never could.” I must say there is something very SNL about this product. Apparently, it is a 21st century Kool Aid. Packaged handsomely in an egg-shaped squirt container, as the advertisement says: “Ad a little or a lot” and plain water becomes a new experience — colored water. It comes in Berry pomegranate, fruit punch, strawberry watermelon, and more. But there is something a bit strange about adding suspension liquid to your H2O. It doesn’t seem natural.
Here’s what they say:
MiO was created to abolish the anguish and boredom of passive beverage drinking. Because, you know, stuff is better when it’s yours. Why, then, do people settle for one-size-fits-all drinks? We couldn’t answer that question, so we created MiO.
MiO liquid water enhancer lets you make up to 24* drinks however you want. Simply add as much or as little MiO as you wish and create your dream beverage. Then, chug and repeat. You may wonder where we’ve been all your life. That’s a normal reaction.
MiO is sweetened with sucralose, a calorie-free, artificial sweetener that is 600 times sweeter than sugar. To maintain color and freshness, MiO does use certain preservatives and artificial colorings.