PepsiCo India will be relaunching its orange flavoured drink Mirinda with an ‘enhanced’ taste soon. The relaunch will be supported with a new campaign which will harp on its new enhanced taste and international look. The new campaign will be released next month.
According to industry analysts, the drink was relaunched for the first time in 1996 after the company found that the brand was falling slightly below Fanta on taste parameters. Around the same time Mirinda was also given a boost with the launch of the memorable Mirinda Men, the three Orange men - that typified the brand. Subsequently, the brand’s share went up.
According to Pepsico, Mirinda, at present, is the country largest selling orange flavoured drink. Mirinda was extended to the lemon segment in 1998 and last summer, brown apple flavour was added.
Mirinda has several flavours in the global market such as pineapple, strawberry, raspberry and peach.Source: Financial Express
Our typical marketing budget is usually 10 per cent of the topline spend