Pepsi Cola's Mirinda has adopted a 'brand ambassador' and a trendier look in a bid to reinforce awareness and garner a larger stake of the six billion baht (US$156 million) flavoured soft drinks category.
Actor-singer-model Sornram 'Num' Teppitak will be the face of Mirinda, a departure from the drink's previous strategy of using celebrities only as 'presenters' in its TVCs. Num will be "responsible for creating a bond with target consumers, customers and employees through communications channels, as well as joining marketing activities", said Pepsi Cola (Thai) Trading marketing director Charlie Jitcharoongphorn.
Pepsi is banking on the stronger bond and more aggressive marketing to lift Mirinda's market share by two percentage points, and push up revenue by five per cent this year. The performance by soft drinks in Thailand as a whole has been lacklustre over the last few years, as consumer preferences shift toward healthier alternatives like green tea, water and juice. As a rule, flavoured soft drinks have fared worse than colas.
Mirinda claims a 20 per cent stake in the category, which accounts for about 20 per cent of the total carbonated soft drinks market. The flavoured soft drinks category is dominated by Fanta.
Num's first mission takes off this month -- a 30 million baht 'Mirinda Challenge the Alps' campaign -- where winners of the under-the-cap promotion will travel to the Swiss and French Alps with the actor.
The campaign continues Mirinda's main 'intense taste, intense fun' brand strategy that took off last year. The promotion will be supported by a 30-second, BBDO-created TVC, 'Go Where', with Num pulling off snowboarding and skiing stunts, then challenging viewers to experience the intense taste and fun of Mirinda.
Roadshows in Bangkok and to the provinces, meanwhile, will bring the actor-singer in contact with Mirinda consumers nationwide. Pepsi has also tied up with Major Cineplex, Major Bowl, KFC, Pizza Hut, IMAX, Dream World and Siam Park for other prizes in the promotion.
Meanwhile, Mirinda cans and PET bottles have been given a trendier look, with stronger, more intense colours, and a bolder typeface.