Being one of Mirinda’s top markets in the MENA region, Egypt has come to love and expect the brand’s product innovations, with limited time flavors launching every now and then. However, market insights showed that a high percentage of the brand’s core target audience perceived it as a sugary treat, more targeted at younger generations.
This is why and how Mirinda Plus came to be, a country-exclusive sub-brand, available in tangerine and citrus, that aims to appeal in look & feel, and flavor to an older age bracket. Mirinda Plus’ key differentiator is in its product mix, composed of soda with a hint of natural juice.
For this newcomer to land in the Egypt market with a splash, we rolled out an integrated communications campaign, combining TVC, out-of-home (billboards and unipoles), as well as social media content and digital ads.
The campaign’s main objective was to educate the audience on Mirinda Plus’ key differentiator: its intense and elevated flavor. It all started with the campaign tagline: “Soda bi las’it aseer” which translates into: “Soda with a zest of juice”.
The TVC spot was created to be an eye candy celebration of flavors and colors that clearly set the sub-brand in a category of its own. Macro shots captured in high-speed enhanced the visual language to match the intensity of the new flavors, with tangerine and citrus bursting into Mirinda Plus in sync with the upbeat music.
Beyond the TVC, we launched a multi-visual outdoor campaign that rendered the new intense flavors into colored blocks. The OOH key visuals used 3D generated juice bursts and appetizing consumption shots aimed at making passersby crave a refreshing taste of Mirinda Plus. Like in any integrated communications campaign, the brand launch continued on digital where eye-candy, fruit inspired content was created. From glossy beauty shots, to playful gifs, fun model shots, and interactive stories, the Mirinda Egypt social media platforms were transformed into a vibrant display of intense colorful flavors.
The campaign was a huge success across all channels of communication. It established Mirinda Plus as the intense, more grown-up extension of a brand that knows how to evolve with its audience, inviting all those who had adopted Mirinda as their soda of choice in their younger years to continue doing so as they get older.