Mirinda: Awakening the parents towards compassion not comparison

Mirinda, a PepsiCo beverage, ran an ethical campaign in India to drive a stronger association with teenagers and increase brand awareness.

The Marketing Objective

In 2017, after years of relatively low spending, Mirinda launched a hard-hitting cannpaign in the market which raised awareness on competitive nature of exams and the impact it was having on teenagers in the country.

While Release the pressure 1.0 ( as the campaign was called), saw the brand gain tremendously in salience, and imagery, it also raised the question of whether as a responsible brand, we were doing enough. Clearly, we could not go back to the days of bubbly soft drink advertising.

Teens now had a language for expressing the extreme parental pressure for performance...

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