Mirinda: Mirinda X Banana Culture: A Soda Idol's Debut

Nicholas Short, Echo He

Soda brand Mirinda used a multi-channel campaign to launch its new flavour in China and stand out from the competition.

Campaign details

Brand: Mirinda Brand owner: Pepsi Agency: Mindshare China Market: China Industries: Carbonated soft drinks Media channels: Online video, Product placement, Social media, Sponsorship - media Budget: 3 - 5 million

Executive summary

The beverage segmen

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