Mirindas relaunch will be supported with a new campaign which will harp on its new enhanced taste and international look. The new campaign will be released next month.
The drink was relaunched for the first time in 1996 after the company found that the brand was falling slightly below Fanta, Coca-Cola Indias orange drink on taste parameters. Around the same time Mirinda was also given a boost with the launch of the memorable Mirinda Men, the three Orange men - that typified the brand. Subsequently, the brands share went up and according to Pepsi, Mirinda, at present, is the country largest selling orange flavoured drink. Mirinda was extended to the lemon segment in 1998 and last summer, brown apple flavour was added.
Mirinda has several flavours in the global market such as pineapple, strawberry, raspberry and peach.
Meanwhile, the company is getting aggressive with the brand in Tamil Nadu where flavoured drinks are popular. Pepsi plans to kick off a summer promotion called Mirinda Music Mayakama six-city concert tour by Lakshman Sruthi Orchestra.
As part of the programme, Mirinda would take the Lakshman Sruthi Orchestra to Madurai (May 1), Thanjavur (May 7), Coimbatore (May 18), Erode (May 25), Tiruchirapalli (May 31) and Tirunelvelli (June 8).
Pepsi would also be initiating a special consumer contest whereby consumers can get complementary tickets to the concerts in exchange for two 500ml PET label or one 1.5 Litre PET label.