Suntory PepsiCo Beverage (Thailand), the manufacturer and distributor of fizzy drinks under the brand name ‘Mirinda’, is continuing to solidify its position in Thailand’s Flavored carbonated soft drink market using Digital Disruptive Marketing across all online platforms. The brand aims to communicate directly with the Generation Z - who are seeking out inspirations on digital platforms. With Danupha “Milli” Khanateerakul, a young and prominent Thai rapper, being the new brand presenter in Thailand, Mirinda looks to present “Mirinda Make The World Go AAAH!” which focuses on stimulating the use of creativity to further fun with all activities. In addition to an array of marketing activities, new products will continue to be launched into the market - including Mirinda Root Beer Flavour. The company has planned to run its marketing activities on all digital platforms alongside the “Mirinda Creator Camp” - one of the largest live-streaming campaigns of the year - with aims to foster new content creators and to claim the top spot in the hearts of young people, especially the Generation Z.     

Patcharapan Boonsong, Marketing Manager of Suntory PepsiCo Beverage (Thailand), said “The liquid refreshment beverage (LRB) market in Thailand remained steady in 2020, the carbonated soft drink sector in particular. Nevertheless, Mirinda has successfully managed to remain a core player in the market with an increase in sales by 18%¹ in the previous year, thanks to the successful launch of Mirinda Green Cream Flavour and marketing campaigns that addressed the underlying needs of consumers.    

This year, Mirinda is placing greater focus on highlighting the brand equity, making sure it stands out as a creatively fun brand by promoting the concept “Mirinda Make The World Go AAAH!” which is in line with the global direction. In addition to the three popular flavors - Mirinda Orange Flavour, Mirinda Strawberry Flavour, and Mirinda Green Cream Flavour - Mirinda will keep coming up with new flavors to encourage sales and attract new consumers. We are releasing a series of advertisements that features not only the young and prominent female rapper Milli to connect the brand with young consumers, but also famous content creators from several countries (Thailand, Vietnam, Russia, and Turkey) who have joined us to showcase their creativity. These advertisements will be aired in many countries around the world. We have set our goal to become a leading brand in the Flavored carbonated soft drink market within year 2021.”

Meanwhile, Mirinda looks to stand out in the Flavored carbonated soft drink market with its highlight event - the Creator Camp, a live virtual workshop - which is going to be one of the largest live-streaming events of Mirinda. This event is in line with the study findings that the Generation Z consume digital media more than other generations, and 80%ⁱⁱ of their internet usage is for viewing online contents - contributing to their growing preference and tendency to work as a content creator. A survey conducted in 2020 shows that blogger is the thirdⁱⁱⁱ most desired career among the youngsters.     

This event is organized under the collaboration between Mirinda and gurus from all digital platforms in Thailand - including YouTube, TikTok, Facebook, and Instagram Thailand - who will come to share their insights and constructive advice on how to make the best use of those social platforms. Also, the event will gather all the famous content creators from each platform in one place - such as GoyNattyDream, Kyutae Oppa, P’Ed 7 Wi, SoftPomz, Guyngid, Fitmitdarm, and Sudlokomteen - who will share their secrets and tips to become successful digital content creator with the Generation Z who wish to be such. This event will enable them to significantly improve themselves as a content creator and become successful in the future.

 Apart from the live virtual workshop that took place on 31 January, 13 February, and an upcoming one on 28 February 2021, lucky persons will get a chance to create special content with seven digital content experts together with several prizes give away. Interested persons can apply for the workshop at www.mirindacreatorcamp.com

In addition, the new product “Mirinda Root Beer Flavour” will be launched to attract both the Generation Z and consumers in general as it delivers an amazingly refreshing experience with irresistible smell, taste and texture. This product comes in 345ml and 440ml PET bottles - starting to be available at convenience stores, retail stores, and wholesale stores, as well as leading supermarkets and shopping malls across the nation.

“We believe that with unique taste of the product, the brand image that connects with the consumers, and marketing strategies that fully address the lifestyles and interests of the target group across all digital platforms, Mirinda will be able to successfully bring excitement to the market, deliver the playfully refreshing experience to win hearts of the Generation Z, and become the top choice among them. Also, this new product is expected to help boost the sales of the Mirinda lineup, enabling us to achieve the growth that we have predicted,” the marketing manager added.

For additional information, please visit MirindaThailand on Facebook and Visit the Mirinda Creator Camp workshop later at www.mirindacreatorcamp.com

[i] The Nielsen Company (Thailand) Limited
[ii] Group M (Thailand) Co., Ltd.
[iii] Group M (Thailand) Co., Ltd.