Mirinda: Laugh the Grudge Away for Tet
Mirinda, a soft-drinks brand, increased sales and consumer awareness through the use of a music video-led campaign that sought to unite opposing Vietnamese consumers over a glass of soda.
Challenge:
Lunar New Year is a particular season where mothers must be addressed to ensure purchase intent for Mirinda.
Insight:
Mirinda made use of a cultural gesture – “take a sip” – to calm down and addressed the prevailing feudal media environment with a humorous campaign aimed at resolving popular conflicts – cats vs dogs, Cristiano vs Messi – over a sip of Mirinda.
Solution:
Mirinda developed the “Laugh Away The Grudge for Tet with Mirinda” music video and targeted hundreds of passion-led communities through Youtube and Facebook placements.
The campaign brought into life via the smart mix of organic & paid media push; especially applying properly influencers marketing;
Results:
The campaign witnessed a purchase increase of 55.4%, becoming the most consumed non-cola soft drink of its sector, with its campaign reaching over 100 million views.