Visakhapatnam, June 21, 2007: Mirinda, the natural flavoured orange drink from PepsiCo India, has launched its exciting - ‘Reach the beach’ under-the-crown (UTC) promotion for Mirinda fans in Andhra Pradesh. The UTC promotion, valid in select districts of Andhra Pradesh, will see 615 winner couples go to Pataya in Thailand or to a choice of 30-odd exotic locations in India. The promotion is successful in exemplifying Mirinda’s brand proposition of ‘fun ka naya mantra’ by offering a unique, natural and refreshing experience for its fans.
Commenting on Mirinda's new initiative, Mr. Gaurav Mehta, G.M. - Brand Marketing- Mirinda, PepsiCo India said,"The promotion reflects the Brand's promise of providing fun and excitement to the youth. Its Natural Flavour acts as a channel into the Cool & Fun world of Mirinda. The Mirinda Orange 'Reach the beach' promotion gives everybody a chance to win and we are positive that the UTC promotion will help build brand connect with our consumers."
The ‘Reach the beach’ promotion requires consumers to buy a 200 ml or 300 ml bottle of Mirinda Orange and look under the crown for exciting prizes. They get an assured prize of a free ring tone. They can redeem their Rs. 2/- off on a Mirinda Orange purchase at the nearest Mirinda retail shop. Similarly they can redeem their Free Mirinda Orange 200 ml bottle or Mirinda Orange 2 Ltr. bottle at the nearest Mirinda retails outlet. For the Holiday Package in India and Abroad, all they need to do is dial the helpline no. given in the crown and claim their prize.
15 couples will win a holiday package of 2 nights / 3 days to Pataya and 600 couples will win a holiday package of 3 nights / 4 days to any of the 30-odd exotic locations in India, absolutely free!.
The 'Reach the beach' promotion is also backed by a comprehensive 360 degree activation plan comprising television, outdoors and point of purchase collateral. The promotion will see a 20 second promotion film created by ad agency - JWT that shows a young man walking towards a Mirinda Fridge in the middle of traffic on a hot sweltering day. As he drinks his chilled Mirinda, he is surprised to find himself on a beach with happy sounds of sea-gulls and laughter. The ad ends with the tagline - 'Fun Ka Naya Mantra'.
Mirinda enjoys a leadership position in the South and this promotion will help it strengthen the brand's connect with existing Mirinda fans and reach out to prospective consumers.
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