Mirinda assigns social media duties to Red Digital

Red Digital has won the social media mandate for PepsiCo’s Mirinda. The agency will build and execute social media strategies that will help PepsiCo’s Mirinda brand reach out to their audience on social media platforms and will look to create online buzz about the brand’s new offerings along with launching various campaigns and building engagement across social networks.

Their immediate mandate on social media is to create an impact for Mirinda’s latest 'Breathless' campaign, with which it has launched two new flavors, Mirinda Orange Masala and Mirinda Orange Mango, while continuing with the base Mirinda Orange flavor. The launch has been supported by a 360-degree campaign called the Taste Twister Challenge, supported via radio, outdoor and on-ground activation along with social media.

Red Digital has also created applications on Facebook. These applications range from allowing fans on the Mirinda India Facebook fan page to enter into an augmented reality world and play with the emoticons to classifying friends in various taste categories. The agency will also be creating an augmented reality iPhone and Android application.

Commenting on the development, Harsh Jain, founder and managing director, Red Digital said, “Social media provides seamless opportunities to build interest groups. Digital is no longer just about showing banners and clicking on them. It’s about generating engagement, activation and creating convergence between the online and offline worlds. We are glad to have an innovative partner like Pepsi Co onboard and look forward to creating path-breaking innovations in new media in the near future. The new activities for Mirinda brand emphasize our continued focus on digital innovation aimed at bringing value to our clients.”

Speaking on Mirinda’s partnership with Red Digital, Ruchira Jaitly, executive vice president, marketing, beverages (flavours), PepsiCo India, said, "Social Media has become a very important tool for engaging with consumers and having a dialogue with them on a constant basis. We are pleased to have Red Digital on board as our social media partner for this initiative. Their prior experience in handling leading brands coupled with a deep understanding of consumer behavior in the digital space will definitely ensure there is a high level of engagement and traction for Mirinda’s campaign on 3 Flavors."