Mirinda has found itself a new brand ambassador for South India in actress Asin, and will announce her counterpart for the North soon. Mirinda has been re-launched with a fresh positioning in a new pack, and sports a new logo as well. Advertising with the new brand ambassador will commence from March 3 in Tamil Nadu.
The new positioning is communicated in the TVCs with the line: ‘Use your mouth well. Drink Mirinda’. According to Pepsi, the communication helped get across the brand’s core character of self-expression and a distinct attitude. The new logo has been created to highlight the brand’s characteristic orange colour.
Addressing media persons here, Pratik Pota, Executive Vice-President-Flavous, PepsiCo India, said, “The task for us with Mirinda is to translate strong leadership into complete dominance. We intend to do this by building on the brand’s core strength – taste. The new positioning was born of a key insight, that there is an increased need among the youth for self-expression.”
Tamil Nadu, which is the largest ‘orange’ market in the country for Mirinda, is where the re-launch has been effected first. There would be a rollout subsequently in the rest of South India, and thereafter in the North, in ‘a week or two’.
Asin will feature in TVCs, directed by well-known filmmaker Priyadarshan, and other promotional activities in Tamil Nadu, Karnataka, Kerala and Andhra Pradesh. The agency behind the commercial is JWT. The TVCs try to bring out the elements of mischief, distinctiveness and youth appeal of the brand through the actress’ character.
Without divulging the media spend for the campaign, Pota said, “We have a new pack, new positioning, new brand ambassador, and have created exciting commercials. We would like to show it to the people. We will make our presence felt across channels very soon. We have an aggressive marketing plan in place.”
Meanwhile, Asin’s list of endorsement deals is getting longer by the day, and includes Fairever, Colgate MaxFresh, and Parachute, apart from Mirinda.