Top Story

e4m_logo.png

Home >> Advertising >> Article

JWT rolls out a 360-degree brand campaign for Mirinda Sorbet

26-February-2007
Font Size   16
Share
JWT rolls out a 360-degree brand campaign for Mirinda Sorbet

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.”

Tags

Baba Ramdev brought his sharp wits for an interview with e4m where he promised to disrupt more markets and spoke about he the way he created a brand through consistent and selfless work

GroupM is in talks with several digital clients currently with its other agencies to shift them to Essence, which is looking at a major expansion plan in 2018

Thomas, Chief Marketing Officer, Diageo India, gives us a peek into the marketing strategy for McDowell’s No 1 Soda, its creation of ‘No 1 Yaari Jam,’ their own set of 4Ps and importance of content

NewsCode, a hyper local online news platform was launched last night with a network of over 350 local reporters in Karnataka and Jharkhand. Apurv Swarup, the co-founder talked to Exchange4Media about his vision

Voot, which is producing almost 4X content on an overall basis on the reality drama, is gunning for big numbers both on viewership and advertising revenue

YouTube today released its annual year-end edition of the YouTube Ads Leaderboard 2017 capturing the most celebrated ads that received maximum views, shares, and love from audiences across India

Real world study of Appier's network shows significant benefits of AI over traditional rule-based systems