2015 Winners & Shortlists

Results and Effectiveness

The reach and engagement created from different media touch points increased the brand’s Top of Mind +2 pts (+1pts objective), P7D Consumption +4 pts (+2pts objective), and The only brand I consider +4 pts (+3pts objective). Moreover, Mirinda regained its orange and volume share leadership driving 35% increase in sales in April vs. YAGO (30% objective), +0.5 % value share out of the total Market vs. YAGO (0.2% objective) and +0.4% value share out of total flavors segment vs. PAGO (the only growing Flavors player) (0.3% objective)

Creative Execution

Mirinda decided to turn every tween/teen moment into a contagious fun experience by switching consumers on to their playful side, leveraging trending teens’ phenomena “Memes” through a 360 campaign. We commenced with TVCs used to excite and direct our audience to have unscripted fun with their friends online by creating their own memes on social media. These initial TVCs were examples of very insightful memes. We won the attention of our consumers; now we needed their engagement. We kicked off a call for action copy on TV and online, leaving the consumer to insert the meme that they saw fit from any pop culture reference. We directed them to Facebook where they could participate and take part in the campaign with the incentive of choosing the best meme for the third copy followed by the announcement of the winner’s name on TV as “the creator of a Mirinda commercial”.

Insights, Strategy and the Idea

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. In other words, both Mirinda and its competitor became two equal orange flavors placed on side-by-side shelves across Egypt. The Tweens/Teens, our core target audience/consumers, of today are VIRAL CRAZY; they are not only hungry for the next trend they have become content generators themselves. They don’t want to be ‘entertained’ or told what to do, they want to CREATE. The viral trend of Memes boomed as a Tweens and Teens local and universal trend given that it is an accessible, free and fun medium where they channel out their opinions about day–to-day situations in their life.