The Hindu Business Line : Mirinda wears a new look

After a series of tongue-in-cheek campaigns with its tagline Taste Aisa Chhaye Character Phisla Jaye, Mirinda, the orange flavoured drink from the Pepsi stable, is now going to position itself not just as the `best' flavoured orange drink, but as a drink with a `distinct' attitude.

Brand identity

The company has launched a new brand identity for Mirinda, which not only includes a brand new packaging but also a new tagline which says, Karo mouth ka good use (use your mouth well).

Ms Punita Lal, Executive Director (Marketing), Pepsi Foods, said, "The brand has built itself on taste, but as it evolves one has to offer more. We are now looking at strengthening the emotional connect, and self-expression is something that most young consumers are looking at, and they also want to associate themselves with brands which reflect self-expression."

"Though our previous campaign Taste Aisa Chhaye Character Phisla Jaye worked really well for us, with this campaign, we have added an element of attitude to the brand," she added.

TV campaign

The company has also roped in Bollywood actor Zayed Khan to endorse the brand. It is shortly going to kick off a TV campaign featuring the actor. Also on the cards is a series of print as well as outdoor campaigns.

Mr Pratik Pota, Executive Vice-President (Flavours), Pepsi Foods, said that the brand would also associate itself with various youth-related activities which would reflect its core proposition, `self-expression'. "We plan to go to campuses and promote activities such as quiz competitions, which require the use of mouth. Also on cards are plans to associate ourselves with music channels."

Mr Pota said that the company would also be looking at in-programme placements in a big way in youth-based TV shows.

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