If you are a 90s kid, you might have memories of this orange fizzy drink served at birthday parties. The bubbly and tangy Mirinda cold drink became a household name back then and is still a favourite for many. The cold drink is synonymous with fun, fizz and the burst of fruity flavours.
However, beyond the delightful taste, the Mirinda cold drink also presents a fascinating journey of its evolving advertising campaigns over the years. From the impressive jingles in the 90s to the vibe with the Gen Z who order from online delivery apps, here’s how the Mirinda advertising has evolved in India.
Mirinda Cold Drink: The Evolution in Advertising
Mirinda and the Blue Man Group
The Mirinda cold drink faced significant competition in the 1990s from its counterparts, including Pepsi and Seven-Up. The challenge to stand out was real. Mirinda’s most memorable campaign, featuring the Blue Man Group, did the trick for the beverage.
From 1994 to 1996, the bald, orange clowns performed silent mime routines while battling for a bottle of the cold drink, and the act ended with an ecstatic ‘Mirinda’. The silent ad broke the language barrier and is still alive in the memories of millennials.
Quirky Ads for the Youth
In the early 2000s, Mirinda adopted quirky ads to promote the beverage among the younger generation. The ad campaigns shifted their focus to youthful exuberance. The brand featured fun, bright visuals and entertaining scenarios to personify the craving for fun.
The Fun Ads
The beginning of the 2010s introduced the most enduring slogan, “Pagalpanti Bhi Zaroori Hai”. The brand featured ads that showcased crazy dances, humorous situations, and celebrity cameos, which conveyed a youthful sense of spontaneity. These ads represented Mirinda as more than a drink. They symbolised playful rebellion and carefree moments.
Social Impact
The ad campaigns for Mirinda were not just limited to fun. Between the late 2010s and 2020, advertisements focused on social impact. Mirinda launched the ‘Release the Pressure’ campaign, urging parents to ease the academic stress on children. The perfect balance between fun and social responsibility in the ad resonated emotionally with the audience.
Social Media Engagement
Mirinda is one of the brands that embraced digital platforms early on. They encouraged user-generated content through tongue-twister challenges, dance-offs and the Mirinda Pagalpanti League. This campaign led to a large section of young people engaging with the brand’s advertisement campaigns.
Novel Packaging
Most recently, Mirinda unveiled revamped packaging globally with a new look for bottles and cans. The cleaner designs, sleek look, bold text and vibrant colours offer refreshing branding that stands out in the competition.
Conclusion
From the silent ad featuring the Blue Man Group to social media user engagement, Mirinda cold drink has been at the forefront of adopting the latest advertisement strategies. Staying ahead of marketing trends and the convenience of online delivery, Mirinda remains among the favourite drinks despite harsh competition.
Mirinda is about spontaneity, joy, and fun, whether you order a small can of a cold drink or a party pack for a casual gathering. The next time you crave a Mirinda cold drink, you will surely remember the successful advertising campaigns of the iconic drink. From the social message to the unforgettable pagalpanti, Mirinda will always stay ahead of its time.
