Mirinda Sorbet, a premium drink targetted at young consumers, has a new brand campaign that has been done by JWT. The 360-degree campaign for the new drink will be breaking on March 1 across all print, TVC, web, radio and other media. Mirinda Sorbet combines the tangy taste of Mirinda with ice cream like smoothness.
PepsiCo India Executive VP for Marketing, Flavours, Pratik Pota said, “Over the years, Mirinda has been the undisputed leader in the orange drinks category and has gained tremendous popularity for its unique taste. Mirinda Sorbet is a novel international flavour that combines the orange taste of Mirinda with a smooth feel. This launch is a significant one for us as it redefines the orange CSD segment and aims at generating excitement in the orange carbonated soft drink category. Supporting the launch will be a complete 360-degree activation plan across web, print, radio, outdoor and TV.”
The TVC features Mirinda brand ambassador Zayed Khan drinking his Mirinda Sorbet and having a smooth time, while everything around him is chaotic. The idea is to represent the smooth nature of the drink that allows one to have a great experience, while others have a difficult time trying to cope up. The ads will be showcased across Zoom, MTV, Travel & Living, Star Movies, Times Now and SS Music. Mirinda Sorbet will also reach out to its consumers on radio through tieups with Radio City, Fever & Hello FM. The launch will also see the first ever web and wireless activation from Mirinda through its website www.mirindasorbet.co.in. Additionally, the new launch will also see exciting activation plans across modern trade and BPOs. The sampling activation, planned across 22 cities will aim at targetting about a lakh consumers across various channels.
JWT Senior Vice President Rohit Ohri said, “The whole idea behind the ad is smoothness. The TVC brings across the ‘smoothness’ effect. Because Khan is shown drinking Mirinda Sorbet, he is able to have a fantastic smooth experience, despite the commotion around him.”