“Mirinda” soft drink brand by Suntory PepsiCo Beverage (Thailand) Company Limited, is energizing the fruit-flavored carbonated soft drink market to mark the start of 2026 with a dynamic Experiential Marketing campaign, inviting consumers to experience and discover the bold new taste of “Mirinda Strawberry Korean Style.” Showcasing Mirinda’s new taste proposition and a newly upgraded Strawberry flavor, the enhanced formula delivers a smoother, sweeter, and more delicately fragrant strawberry profile inspired by Korean strawberries. The new taste experience was brought to life through the interactive tasting event, “First Sip Story: Love at First Judge,” designed as a vibrant Gen Z–focused platform that empowered consumers to sip, judge, and fall in love through their own firsthand experience—reinforcing Mirinda’s Experience-Led Marketing approach. The campaign delivered strong consumer validation, with 96% of more than 4,200 participants voting the flavor “Truly Delicious” at the event held on February 14–15 at Centerpoint Siam Square.

Mirinda designed the “First Sip Story: Love at First Judge” experience to elevate product sampling beyond a simple taste test, transforming it into a meaningful brand experience platform that builds affinity and fosters Brand Love through a flavor profile that resonates with consumers. Anchored in experiential and consumer-centric marketing principles, the campaign was crafted to align with Gen Z behaviors, which value trial and independent decision-making. The event journey was thoughtfully curated to create immersive brand engagement around Mirinda Strawberry Korean Style, beginning with the “Sip Before You Judge” zone, where participants enjoyed a first sip of the product, followed by the “Judge Now” zone, where they could register their verdict and share real-time feedback. The experience also included a love-themed fortune activity before concluding with photo opportunities displayed on digital screens within the “Love Luck” and “Love Shot” zones—embracing the Valentine’s spirit while reinforcing the campaign message, “Love at First Judge.” Mirinda Strawberry Korean Style, refreshed with an upgraded formula, delivers an extra burst of fizz, refreshing sparkle, and a full-on sweet, aromatic Korean-style strawberry taste. Now available at leading shopping outlets nationwide. Bring vibrant moments to life and share the deliciousness your way. For more information, visit Facebook: MirindaThailand and TikTok: mirinda.th