Marketing Currents - Business and Marketing Current Events

Kraft Heinz’s mio Launches TAP: First-Ever Faucet that Instantly Turns Tap Water into an Energy Drink

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Set to disrupt the energy drink industry, the TAP* faucet debuts alongside mio’s first rebrand in nearly a decade.

Click here to read the story at businesswire.com.

Discussion Questions:

  1. What is a rebrand?
  2. Why do businesses rebrand?
  3. Do you think there is any risk associated with a rebrand? Why or why not?
  4. How is Kraft Heinz rebranding mio?
  5. Why do you think they are rebranding mio?
  6. What does it mean to disrupt an industry?
  7. How is TAP set to disrupt the energy drink industry, according to this story?
  8. Do you think TAP will disrupt the industry as the press release suggests? Why or why not?
  9. Who might be TAP’s primary target market?
  10. Is this a product you would try? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.

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