Mktg – Mirinda’s new OOH campaign encourages stocking PET bottles at home
The Tamil Nadu market is an important one for PepsiCo’s Mirinda. So, it is no wonder that the company has launched an innovative campaign in the state for the orange drink.
Primesite, Mudra MAX’s out-of-home solutions unit, has executed the innovation that is focused on driving ‘in-home penetration’ for the brand. The creative message on the ads says, ‘Veetla Mirinda vechiko thangham parisu jayaichko’, translating to ‘Mirinda at home can win you gold’.
The innovation has been done on mobile vans, where an automated gold coin, which looks like it is being tossed, and a bottle of Mirinda automatically sliding out of a shopping bag grab attention.
Mandeep Malhotra, senior vice-president, Primesite, says, “Outdoor innovations are becoming more and more important, especially in a state like Tamil Nadu. The innovation was a great fit with our strategy, and thus, allowed us to communicate our idea broadly and effectively to the consumers.”
Primesite has executed this on bus shelters as well, across Chennai, Coimbatore, Madurai, Pondicherry, Salem, Tiruchy and Tirunelvelli. A radio ad backing the outdoor informs people about the campaign.
To implement this campaign, Mirinda has commissioned an agency. People from the agency select houses to visit randomly and check whether they stock Mirinda bottles. If they do, a gold coin worth Rs 5,000 is awarded to the family right there. Other winners will also have the opportunity to meet and interact with actress and Mirinda’s endorser, Asin.
Alpana Titus, category director – flavors, PepsiCo, tells afaqs!, “Mirinda is a leading orange drink in this market and we’re always doing regional campaigns for it, along with the celebrity promotions. Now, we wanted to take this one step ahead and encourage home stocking of the PET bottles. This was the genesis of the idea. And to incentivise stocking, the idea of awarding gold came about, as gold is looked upon as a very positive gift that brings prosperity.”
Malhotra adds that the company felt the need for a tactical campaign, especially at the time when IPL is round the corner and the Chennai Open has just kicked off.
The campaign has also strategically been rolled out around the festive time of Pongal, which is celebrated in the South on January 14. A campaign for Mirinda was, in fact, launched around Pongal last year too.
Commencing on December 19, the current campaign will run till Pongal. Titus shares that it has received a phenomenal response and 279 people have already been gifted gold coins via the surprise visits at home.
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