Mirinda takes social by storm

This case study explains how Mirinda Egypt, a beverage brand, launched its first social media campaign to reach teenage Egyptians.

Mirinda takes social by storm

Hend Ghorab

Campaign details

Brand owner: Pepsico InternationalLead agency: IMPACT BBDO CairoContributing agency: OMD CairoBrand: MirindaCountry: Egypt, Pan ArabIndustry: Non-alcoholic, soft drinksChannels used: Earned media, buzz, Internet - display, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Radio, Sales promotion, Social media, TelevisionMedia budget: 1 - 3 million

Executive summary

This case study unravels the story of Mirinda Egypt's meme-based 'That Moment' campaign – a campaign that managed to, in just eight weeks, establish Mirinda as both a market leader and a...

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