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Advertising Campaign: Team 9

Mirinda is an orange-flavored soft drink originally from Spain but now owned by PepsiCo. It is known for its deliciously tangy taste and suitability for social gatherings. The advertising campaign aimed to reinforce Mirinda's brand positioning of "meaningful messages" and increase Tet season sales among young social media users. It did so through a viral parody music video portraying Mirinda as reconciling daily conflicts and bringing laughter for the new year, supported by a large social media campaign encouraging people to "laugh away the grudge." This approach strengthened the brand message, drove over 100 million views, boosted Mirinda revenue by 55.4% during Tet, and made it the largest brand for its parent company.

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FTU.CS2 Lê Thị Hồng Phước
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220 views17 pages

Advertising Campaign: Team 9

Mirinda is an orange-flavored soft drink originally from Spain but now owned by PepsiCo. It is known for its deliciously tangy taste and suitability for social gatherings. The advertising campaign aimed to reinforce Mirinda's brand positioning of "meaningful messages" and increase Tet season sales among young social media users. It did so through a viral parody music video portraying Mirinda as reconciling daily conflicts and bringing laughter for the new year, supported by a large social media campaign encouraging people to "laugh away the grudge." This approach strengthened the brand message, drove over 100 million views, boosted Mirinda revenue by 55.4% during Tet, and made it the largest brand for its parent company.

Uploaded by

FTU.CS2 Lê Thị Hồng Phước
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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ADVERTISING

CAMPAIGN
TEAM 9
ABOUT US
ABOUT MIRINDA
1. BRIEF INTRODUCTION ABOUT MIRINDA

A brand of soft drink originally created in Spain in 1959 and


now owned by PepsiCo.
1. BRIEF INTRODUCTION ABOUT MIRINDA

- Its name may come from Esperanto,


meaning “admirable” or “amazing”.
- Available in multiple flavors which
is localized to individual countries.
2. SPECIAL FEATURES OF THE PRODUCTS
- It has a specially delicious taste.
- This drink is bold, vibrant and delightfully tangy, making it really
suitable for any fun-filled gathering.

1. Mai hoa Hoàng tộc


2. Cúc hoạ mi du xuân
3. Hướng dương rực rỡ ban mai
4. Bông hoa nhỏ giữa thành phố to
5. Đoá bông mùa xuân
3. USP
Orange based aerated soft drink.
BACKGROUND
OBJECTIVES
- Reinforce the attribute "meaningful
message" in brand positioning with
the message "Tet is full of laughter".

- Increase sales of Mirinda’s products


throughout the Tet season.
TARGET CUSTOMERS
- Gen Z and Millennials that using social media

INSIGHTS
- Social insight: Social network in 2018 is full of negative
information, fighting. Tet is a good time to easily erase and
forgive everything, to make room for joy and laughter.

- Media Consumption Insight: Tet music and comedy are


the top 2 entertainment options of consumers in Tet
season.
Big Idea
When the usual conflict reached its peak, Mirinda cans with its sweet flavor quenched anger and
made people feel comfortable for a coming happy year.
STRATEGIES
The strategy includes:
1. Communicate messages through the daily conflicts that every Vietnamese can
find it familiar.
2. Trivialize the conflicts by humorously story telling in the MV.
3. Mirinda’s products are used as a present to reconcile, bring laughter for a happy
new year.
4. Launch a strong social campaign which targets the opposite communities,
creates funny contents in order to encourage people laugh in peace.
EXECUTION
- Mirinda attacked strongly on digital channel and social medias such as
Facebook, Youtube.
- Funny posts using the message #LaughAwayTheGrudge to reach to more
target audiances and different generations.
- Create a parody - Hài Tết 2019 “Chuyện cũ bỏ qua” with BB Trần & Hải Triều
OUTCOMES OF
THE CAMPAIGN
Strengthened the message and
reinforced the brand value

- A new record: more than 100 millions


views on Youtube and Facebook.
- 1 millions reactions on social networks.
- No.1 position on many music charts.
Impressive engagement rate.
- Trending hastag #chuyencuboqua
Successfully boosted the
consumption of Mirinda during Tet.

- Revenue increased by 55.4%


- Successfully became the biggest brand
name of Suntory Pepsico corporation.

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