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

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. Simultaneously, we had radio copies, outdoors and Trade POS to grab the attention of the tweens/teens everywhere and anywhere. All the above won the attention of our consumer; now we needed their engagement. Accordingly, 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. In this copy 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. Many factors lead up to this moment, however what truly is 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. Mirinda started being perceived as old fashioned brand which resulted in not only losing its shares but also popularity and equity. The Tweens/Teens of today are VIRAL CRAZY; they are not only hungry for the next trend they have become content generators themselves. In essence, they don’t want to be entertained, they want to CREATE. Mirinda decided to exploit the booming trend of Memes, by turning every tween/teen moment into a contagious fun experience.