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:
- 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.
- Category generic advertising: The two key brands- Mirinda and Fanta- had been talking to teenagers with...