[1][2] The main consumer targets are generally male athletes aged between 25 and 34, and likewise teenagers who are frequently active.

[6] In the first 9 weeks of its launch in New Zealand, Mizone accomplished 15% market share in petrol stations, which was a hortative sign for the water business.

[3] In 2018, after the drink's declination in Australia, its brand was relaunched via a campaign that featured Australian cricketer and soccer player Ellyse Perry, with the slogan "find your zone".

[10] Mizone comes in 750mL transparent, somewhat curved, blue plastic bottles that have depressions made for fingers at the bottom half.

Its logo is inscribed in bold blue with the letter ‘O’ being the emphasis, thereby giving it a masculine appearance that would not often attract females.

Moreover, Mizone Isopower was New Zealand's first low-carb sports drink that featured the balance of four B vitamins and four electrolytes, which discontinued in the early 2010s.

[18] After its launch in 2000, Frucor produced television advertisements of the product to sway consumers to purchase it, before the drink decreased in popularity by 2008.

The drink is effectively advertised for young people between 25 and 34 because athletes are generally found within that age group, and it is pertinent to their body types.