BRAND:
MIRINDA
AWARD CATEGORY:
The Best Use of Content Creativity
CAMPAIGN TIME RANGE:
1/10/2023 - 31/12/2023
CREDITS:
Climax Creatology Agency
CASE STUDY VIDEO
STRATEGY
Brand Challenge: Mirinda, the vibrant and fun-loving carbonated drink, has a rich history of being GenZ's joymaker. However, in recent years, the brand has struggled to keep up with the ever-evolving preferences of Gen Z. The abundance of new, trendy beverage options has captured the attention of Gen Z, leading to dwindling excitement for Mirinda. Their tastes are shifting, and Mirinda isn't keeping pace. As Mirinda loses favor with Gen Z, moms (the primary household shoppers) become less inclined to purchase it. The brand is no longer the preferred choice for family gatherings and everyday enjoyment.
Campaign Objectives: Mirinda needs a bold and innovative strategy to shine again:
(1) Recapture consumers' imagination: Make Mirinda irresistible by resonating well with their drinkers again, and gaining high on RELEVANCE and FUN scores. (
2) Spark purchase frenzy
Our Strategy: Mealtimes represent a significant, untapped opportunity for carbonated beverage consumption. To succeed in this space, Mirinda needed to appeal to both Gen Z drinkers and the moms who purchase for them – a task complicated by generational divides. Mirinda's solution was brilliant in its simplicity. Recognizing Gen Z's focus on outside experiences and online sharing, Mirinda contrasted this with the value of traditional home-cooked meals. Our campaign, 'Có Mirinda, cơm nhà mãi đỉnh!' (With Mirinda, home-cooked meals are always the best!), emphasized the unique flavors and joyful connection inherent in family meals, no matter how simple. This resonated with both generations, boosting relevance and sales while championing the core value of family togetherness.
INSIGHT
The Fading Heart of Mealtime: Vietnamese meals hold a deep-rooted place in tradition – moments of connection and nourishment. Today, this significance is fading. Teens, caught between tradition and their desire for independence, often gravitate towards the excitement of eating out. They share and celebrate these experiences online (1B hashtags), while the home-cooked family meal risks becoming overlooked.
A Mother's Love, Underappreciated: Moms continue to pour love into preparing meals, desiring the best for their families. Yet, when children show less enthusiasm for their food, it casts a shadow on this act of love. Their food may not always be 'trendy', but the love within it is timeless.
Mirinda's Role to Solve the Tension: Ignite the Joy
Mirinda, synonymous with joy, has a unique role to play. It needs to bridge this gap, helping teens rediscover the simple pleasures of a home-cooked meal. The question is: how can Mirinda encourage genuine reappreciation of a mother's cooking, without feeling forced or preachy?
CREATIVE IDEA
The Creative Intent: MIRINDA flipped the script on Gen Z food trends, turning their obsession with online reviews into a heartwarming tribute to Mom's cooking.
The ‘Home-Cooking Review/ Review Cơm Nhà’ campaign was born, with the playful strapline 'Có Mirinda, cơm nhà mãi đỉnh' (With Mirinda, home-cooked meals are always the best!) reinforcing the idea of celebrating family meals.
Forget fancy restaurants – Mirinda turned Mom's kitchen into THE Gen Z foodie hotspot. By tapping into this generation's fascination with sharing food experiences online, the brand seamlessly integrated itself into their world. Encouraging teens to playfully critique the ultimate "hidden gem" restaurant – their own home – Mirinda achieved a marketing masterstroke:
+ Trendsetting Authority: Mirinda didn't just join the Gen Z conversation on social media; it shaped it. This demonstrates a deep understanding of their audience's habits and interests.
+ Heartfelt Resonance: The campaign subtly nudged teens to appreciate the love poured into even the simplest home-cooked meal. This act of recognition has a powerful ripple effect, strengthening familial bonds.
+ Champion of Connection: Mirinda positioned itself as the catalyst for joyful family moments. It became part of the shared mealtime experience, without feeling preachy or intrusive to its young audience. This campaign showcases how a brand can connect with a GenZ on their terms, fostering genuine appreciation while still solidifying its place in the hearts of their Moms'.
CONNECTION PLAN
Phase 1: LAUNCH – Let's spark a wave of home-cooking appreciation
"Review Cơm Nhà" isn't just a campaign, it's a rally cry. Short, humorous videos showcase teens 'reviewing' mom's meals with the same enthusiasm they'd use for trendy restaurants. These videos will be amplified across TV, YouTube, Facebook, and OOH (out-of-home) advertising for maximum reach. Cast relatable teens, not celebrities – the films highlight the quirky 'flaws' that make mom's cooking unique. The focus is on genuine appreciation, not staged perfection. Surprise moms with framed versions of their teens' positive "reviews" as heartwarming gifts.
Phase 2: SOCIAL MOVEMENT – #ComNhaMaiDinh goes viral
KOLs kick-off: Partner with well-loved KOLs known for busy, 'on-the-go' lifestyles. By sharing their own stories, these influential figures made it relatable and even 'cool' to crave mom's cooking again. Mirinda positioned itself as the brand that understood this deep-rooted longing.
Viral UGC Challenge: Launch a playful UGC contest where users submit their own "Cơm Nhà" reviews. We created a dedicated #comnhamaidinh hashtag where users share their reviews, family recipes, and heartwarming stories about their unique "home restaurants".
Phase 3: CONSTANT REMINDER – Mirinda Keeps the ‘Cơm Nhà’ Love Alive
Mirinda's Flavorful Twist: Add a touch of excitement and surprise to classic home dishes with easy recipes featuring Mirinda as a playful ingredient. Share these recipes widely on social media, recipe websites, and with eye-catching in-store displays.
The GrabFood Amplification: Partner with GrabFood merchants specializing in comforting, home-style food to tap into everyone's occasional craving for a taste of home. Include a heartwarming postcard with each order, reminding customers of the love and dedication found in mom's cooking.
The campaign transcended mere beverage marketing, transforming Mirinda into a heartfelt champion for the enduring Vietnamese tradition of family meals. By celebrating the joy, love, and unspoken appreciation woven into the fabric of home-cooked meals, Mirinda secured a powerful and lasting position as a welcomed guest/ beverage at the table . This campaign tapped into a deep cultural wellspring, resonating with the importance Vietnamese families place on gathering around the table to share a meal prepared with love.
OBJECTIVE-BASE KPI
MIRINDA WINS BIG WITH GENZ'S FAMILIES - MOM’S COOKING REIGNS SUPREME
Mirinda's success in repositioning itself within the valuable mealtime occasion demonstrates the power of its creative approach. This heartwarming campaign touched lives, far exceeding typical advertisement responses. It serves as a reminder that the simplest moments around the table can be the most special, opening a significant growth avenue and solidifying Mirinda's relevance with the ever-evolving Gen Z market.
Over-performance across all criteria (Oct - Dec'23) :
Significant gains in brand scores across both GenZM audiences:
The Mirinda ad resonated deeply with Gen Z and Millennials/ Moms:
> Stellar Creative Sales and Brand Impact scores: Gen Z (92/100 & 88/100), Millennials (87/100 & 82/100)
> Generate a remarkably positive emotional response – 125% above industry norms This emotional connection fueled the ad's high net sentiment score and strong distinctiveness, making its focus on family meals and togetherness truly memorable.
> Significant gains: the 'Relevance' attribute +6 points and the 'Fun' attribute +12 points (vs. Q3/23).
Trendsetter of Family Meals & Recipes #ComNhaMaiDinh Review on Tiktok
The campaign establishes a long-term platform for sustainable brand growth.
With Mirinda, #ComNhaMaiDinh
