MUMBAI: In an ongoing effort to grow the fruit flavour category, PepsiCo's orange flavoured soft drink Mirinda today announced the launch of its new variant "Batman Blast Berry Fusion".
The introduction of "Batman Blast Berry Fusion" is tied in to PepsiCo's partnering the release of the upcoming Hollywood blockbuster "Batman Begins".
Made from a combination of grapes and black currant, the look and feel of the new drink integrates well with the theme of the film, the company claims.
"Batman Blast Berry Fusion has tested phenomenally well with consumers around the country, outperforming our expectations," said Lloyd Mathias, executive VP PepsiCo. He further added, "Our preliminary effort behind the launch of Batman Blast Berry Fusion was to offer our consumers a new compelling alternative of another fruit flavoured drink. Batman Blast Berry Fusion will build stronger brand salience and reinforce Mirinda's innovative edge."
Created by Mirinda's longtime advertising agency JWT, Batman Blast Berry Fusion's TV commercial will be on air from 15 June. Also part of the complete 360 marketing and promotional initiative is a dedicated internet micro site www.mirindaindia.com and P.O.P materials at all its retails outlets, which will be backing its roll out plan. The distinct new graphics of Mirinda "Batman Blast Berry Fusion" will appear on all Mirinda flavours available in the market; in PET bottles and fountain cups as well.
The new variant will be available in 600ml PET besides the 300ml and 200ml glass bottles across the country from the 14th of June for a limited period of two months.
Targeted at the youth, Mirinda's "Batman Blast Berry Fusion" has also tied in consumer promotions at Big Bazaar, KFC, Pizza Hut and leading cinema halls like PVR, Fame and Fun Republic for Batman sling pens, Batman CDs, Batman bags, Batman T-shirts etc, as well as tickets to the movie "Batman Begins".
The main attraction of the launch is an exclusive SMS promo for which the lucky winner will walk away with an all expenses paid trip for two to Warner Bros. Movie World, Gold Coast Australia.
