Content Champions: Mirinda (Malaysia)

Mirinda is a soft drinks brand under Etika, which markets and distributes Pepsico brands. It was a long-standing player in the flavoured carbonated soft drinks (CSD) market, and was second behind F&N for years. Mirinda comes in three flavours, which are orange, strawberry and cream. 

Content Champions is a segment during A+M's Content360 conference in Malaysia in which we highlight brands who have made significant impact in the content marketing space through their campaigns. This campaign was shortlisted for Marketing Events Awards 2024 and chosen for coverage by the editorial team at A+M.   

Brand: Mirinda (Etika)
Campaign: "Mirinda: A sparkling blend of tradition, star power, Mirinda magic and fizz-tastic innovation"

Challenge 

In 2015, Mirinda’s business saw dip with competitor prices coming in on average cheaper than Miranda. Mirinda realised that the dip was caused by pricing pressure and a fading brand affinity due to Mirinda’s lack of advertising efforts over the past three years. Less visibility meant less brand awareness. Mirinda needed to halt the decline in sales and market share, as a further decline would cause it to lose production efficiency.  

Strategy 

Mirinda usually rakes up a chunk of its annual sales during the Raya festive period, making it crucial to maintain strong sales during this time. For Raya in 2024, Mirinda chose to take the route of a localised strategy, to engage with consumers through a much-anticipated movie, "The Experts".  

It believed that by utilising this entertainment marketing strategy over traditional advertising, it would increase brand affinity and awareness, while maintaining its market position. Moreover, according to Statista, 56% of Malaysians love action-packed movies.

Execution 

"The Experts" is an Astro Shaw film about five siblings, who were forced out of retirement from thieving, to carry out their biggest heist - and banking on this show, Mirinda looked to create its own heist when it came to consumer attention. 

This was achieved through a partnership to launch a 360-degree entertainment marketing campaign for Raya, which included interviews, reviews, content articles, meet and greets, on-ground events, content placement, trailers, and a star-filled Mirinda ad. Most of these efforts involved the main actors of "The Experts".

Some notable execution methods included a unique one-minute iftar (break fast) countdown domination featuring the Mirinda brand during the Ramadan period, utilising digital out-of-home (DOOH) means. Besides hosting in-store roadshows and charitable outreaches, Mirinda also launched a nationwide contest for a chance to win cash prizes and a car, to encourage purchases of its soft drinks.

Under the campaign, a message was also crafted to resonate with the hearts of Malaysians and to inspire purchases: “Mirinda selamatkan Raya anda, jom riang Raya bersama-sama Mirinda” (‘Mirinda is here to save your Raya, come celebrate together with Mirinda’).  

Check out the other winners here.