Milinda: Peerless Double Banana C Flavor Debuts with Banana Entertainment

何梦、邵云韵

The veteran fruity soda brand, Mirinda, launches a variety of new flavors every summer to attract young consumers. However, facing the new promotion of many beverage brands, the perception of Mirinda among consumers is getting lower and lower. The brand hopes to use innovative marketing methods to turn the new flavor of soda into an Internet celebrity explosion, and strengthen the connection between the brand and young consumers.

Case details

Brand : Mirinda

Brand owner : Pepsi

Main agency : Mindshare Shanghai

Put on the market : Mainland China

Launch time : April 1, 2019-August 31, 2019

Industry : Beverage

Media channels : video platforms, short video platforms, social media, e-commerce platforms, offline events, variety entertainment

Budget : 2.5 million

Case summary

The beverage industry is very competitive in the Chinese market. Every year there are hundreds of new flavors trying to grab the minds of young consumers, and the loyalty of this group of people is as short...

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