Mirinda: Tongue twitsting tasty

Mirinda, a soft-drink brand, successfully communicated a product innovation in Vietnam to reverse stagnation in the category.

Campaign details

Brand: MIRINDALead Agency: Mindshare / Redder VietnamRegion: Vietnam

Strategy

Objective

Carbonated Soft drinks (CSD) has been stagnant year on year partly because of the lack of exciting innovations versus other beverage categories. Mirinda, as a brand for teenagers, is destined to be ahead of flavorful innovations which excite the market and disrupt current boring offers from CSD brands.

It goes without saying that young adults are crazy for creamy drinks. Unfamiliar fusion and rich tastes get them excited. For that reason, Soda Cream was presented to the market as a unique combination of...

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