Close on the heels of its "More Oranjee" ad campaign, Pepsi Foods is all set to kick off a new national campaign for its orange flavoured soft drink Mirinda. It hopes to strengthen Mirinda's popularity amongst youngsters with its "Back to School - Mirinda Cool Stuff" campaign.

Announcing the campaign here today, Lloyd Mathias, V-P (Marketing), Pepsi Foods Ltd., said: "With this new consumer campaign, Mirinda has yet again taken the lead in making the season much more exciting for the youth in the country. Typically, our campaign brings in a dash of cool attitude into the school life. It helps strengthen Mirinda's brand idea amongst its core consumer base."

Mirinda's recently-launched "More Orangee…" TV campaign has added to the football World Cup fever, a company release says. The "Mirinda Cool Stuff" consumer campaign would also be communicated through a TV advertisement spot made by its ad agency HTA. Additionally, the campaign would also be communicated through print ads, outdoors and at point-of-sales (POS). The Mirinda crowns can be redeemed at most Pepsi selling outlets across the country.

Mirinda was first introduced in the country in 1991 in an orange flavour. By 1995 the brand's popularity soared with the launch of the Mirinda Men campaign, the three Orange men that typified the brand, the release says. Mirinda extended to the lemon segment in 1998 and expanded its portfolio of fruit flavours, launching Apple flavour last year. Mirinda has several successful flavours in the global market such as pineapple, kiwi, strawberry, raspberry and peach.

Click here for Archives