Campaign details
Brand: MirindaBrand owner: PepsiCoEntrant company: Mindshare China, ShanghaiMarket: ChinaSector: Carbonated soft drinksMedia channels: Mobile & apps, Online video, Product placement, Social media, Sponsorship - mediaBudget: 1 - 3 million
Executive summary
The beverage segment is a fierce battlefield in China.
Each year, hundreds of new flavors battle to win the heart of young consumers, whose loyalty is as short lived as their attention.
Mirinda needed to find a new way to launch Mirinda Banana to stand out amongst the competition.
In China, idol culture is...