Mirinda: How Mirinda Salted Lemon Soda boosted brand awareness and engagement with fun through gamification

Mirinda, a brand of soft drink, launched its new Salted Lemon Soda in Thailand by creating a gamified mobile ad to target Gen Z audiences.

Campaign details

Brand: MirindaAgency: Mindshare ThailandEntrant Region: APAC

Strategy

Objective

A refreshing fizzy beverage brand owned by PepsiCo, Mirinda is a leading long-term player in a category crowded with local and international competition.

Before the COVID-19 pandemic, Mirinda has always been associated with fun and excitement. Available in local convenience stores, the thirst-quenching soda is a staple beverage every time young Thais go out.

New players have emerged in the carbonated beverage category in recent years, making competition tougher than ever. Thais were also coming out of government-imposed lockdown restrictions, and consumer morale was at...

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