2015 Winners & Shortlists

The Brief

Mirinda-Orange is not only a brand that has been around for decades, but is one that has gotten comfortable being the market leader. That changed in April 2013 when its direct competitor, Fanta-Orange took away Mirinda’s throne. Many factors lead up to this moment, however what is truly undeniable is that across all communication channels Mirinda began to lack relevance to its target group (tweens/teens), leading to a growing gap between Mirinda and its consumers, which resulted in losing its shares and equity. Accordingly, Mirinda had to reconnect and engage with its consumers to regain their loyalty and reignite sales.

Creative Execution

Within a matter of weeks, the campaign became the talk of town all building up to the big reveal of the best meme, which was chosen on the merit of the most achieved likes online (50K on Facebook). This tween’s Meme was inserted in our ad which was consequently aired to celebrate his creativity, which gave major credibility to the brand. This was a turning point where Mirinda Orange went outside its realms and wasn’t just a CSD, it became a platform/tool for the tweens/teens to express themselves.

Describe the creative solution to the brief/objective.

Mirinda embarked on a path to reclaim its throne via engaging with tweens/teens, allowing them to go viral with their fun moments, leveraging on the trending teens’ phenomena “Memes”. Our aim was to maximize engagement on our social media platforms , increase 1pts top-of-mind and increase sales by 20%. The campaign commenced with TVCs to direct audience to unscripted fun online by creating their own memes on social-media. Then we kicked off a call for action copy directing them to Facebook to participate in the campaign with the incentive of recognizing the winner as the creator of the Mirinda ad.

Results

Engagement results surpassed our expectations, as we increased our fan base by 30%, gained AER of 2.84% (benchmark 0.13%) on Facebook and 1.4 million views on YouTube. According to Social Bakers social media report April 2014, Mirinda Egypt’s page has reached the 2nd place in Facebook brands by Post Engagement. The engagement created from different media touch points increased the brand’s Top of Mind +2 pts (+1pts objective), Fun Brand +3pts (+2pts objective) and Trendsetting +4 pts (+4pts objective).All the above reflected in 35% increase in sales volume (AC Nielsen), thus, allowing Mirinda to regain its orange market Share Leadership.