The Marketing Objective
In 2017, after years of relatively low spending, Mirinda launched a hard-hitting cannpaign in the market which raised awareness on competitive nature of exams and the impact it was having on teenagers in the country.
While Release the pressure 1.0 ( as the campaign was called), saw the brand gain tremendously in salience, and imagery, it also raised the question of whether as a responsible brand, we were doing enough. Clearly, we could not go back to the days of bubbly soft drink advertising.
Teens now had a language for expressing the extreme parental pressure for performance in exams. And media had successfully played the role of a megaphone - creating various devices to draw attention to the problem from Videos targeted at parents to bottle caps and exam boards calling out to release the pressure.