Mirinda (PepsiCo): #ReleaseThePressure

Mirinda, a PepsiCo beverage, ran an ethical campaign in India to drive a stronger association with teenagers and increase brand awareness.

Advertiser: Pepsico IndiaBrand: MirindaAgency: BBDO IndiaCountry: India

Objectives

Mirinda was showing a flat growth-even as the rest of PepsiCo brands-like Mountain Dew and 7Up- were growing.

Mirinda was battling multiple barriers in India:

  1. There was a significant decline in the "permissibility" factor: Indian parents no longer believed that Mirinda was a better for you, healthier drink. As Indian media highlighted the high sugar content of CSDs, Indian parents were no longer good with their kids consuming Mirinda.
  2. Category generic advertising: The two key brands- Mirinda and Fanta- had been talking to teenagers with...

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