Breaking the deafening silence: Mirinda Release the Pressure

Mirinda, a PepsiCo beverage, ran an ethical campaign in India to drive a stronger association with its teen consumers.

Campaign details

Brand: MirindaLead Agency: Mindshare IndiaRegion: APAC

Strategy

Objective

WHO ranked India among top 3 globally on teen suicide. The real issue being Teenagers finding it increasingly difficult to approach and have a conversation with their parents.

Mirinda wanted to start a new conversation as it always stood for making stressful situations lighter through play and mischief

Target Audience

Teenagers- 15-19MF

Parents of teenagers- 35-50MF

Creative Strategy

In the context of a progressive narrative, our consumer immersions with teenagers revealed an antiquated parenting style where obsession with marks remained strong.

An intervention was much...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands