Mirinda X Banana Culture: A Soda Idol's Debut

Echo He, Nicholas Short

Soda brand Mirinda used a multi-channel campaign to launch its new flavour in China and stand out from the competition.

Campaign details

Brand: MirindaBrand owner: PepsiAgency: Mindshare ChinaMarket: ChinaIndustries: Carbonated soft drinksMedia channels: Online video, Product placement, Social media, Sponsorship - mediaBudget: 3 - 5 million

Executive summary

The beverage segment is a fierce battlefield in China. Each year, hundreds of new flavours fight to win the hearts of young consumers, whose loyalty is as short-lived as their attention.

Soda brand Mirinda needed to find a new way to launch Mirinda Banana to stand out from the competition. In China, 'idol culture' is crazy, with young consumers...

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