Suntory PepsiCo / Mirinda: MIRINĐÔ – INTRODUCING THE WORLD 1st CRYPTO-CURRENCY MADE OF LAUGHTER

Mirinda, a soft drink brand, launched a cryptocurrency for Vietnamese consumers during Tet.

Campaign details

Brand: Suntory PepsiCo / MirindaLead Agency: Redder Vietnam / Mindshare VietnamRegion: Vietnam

Strategy

Objective

Lunar new year (Tết) is the biggest and most competitive consuming occasion for CSD category in Vietnam.

Despite budget constraints, Mirinda wanted to gain market share, increase sales and enhance brand equity “Bold Fun Enabler” associated with laughter among teens.

Target Audience

Vietnamese teens from 13 to 17, nationwide, who are highly engaged with mobile chat apps to communicate and connect with their family and friends, especially in Tết.

They love and highly respond to Tết activities but tired of...

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