MIRINDA x BRAND BUILDER MIRINDAAAA

Summer 2021, Mirinda launched a promotion in collaboration with the Orange telecom operator to offer free mobile recharges and tablets with unlimited internet. This offer was undoubtedly attractive to the millennial target audience, but it required CAUTION to avoid falling into the TRAP.

« Our challenge was not to over-explain the promotion. It’s primarily an opportunity for Mirinda to communicate and stay top of mind. » – Oumaima, Senior Account Manager at Brand Builder.

We are dealing with the millennial audience, so we had to fight to capture their attention. What young Moroccans love most on social media is humor and memes. We had to be part of that WAVE!

« Our ambition is to be perceived as the quirkiest and most fun brand, and for that, we needed to adopt the necessary codes, like putting a goat on the roof of an R4 and a flying man who screams. » – Sara ZOUAD, CEO of Brand Builder.

This strategic approach led us to create MIRINDAAAAA, a 100% out-of-the-box campaign where each Mirinda bottle opening is accompanied by an AAAAAA sound effect.

« Positioning MIRINDA as the quirkiest brand in Morocco through a campaign was a real challenge because it’s not easy to come across as fun in the face of a highly creative Moroccan Gen Z when it comes to humor. So, we had to put ourselves in their shoes and speak their language. » – Reda LAHMOUID, the independent creative behind the campaign.

This 360-degree campaign was deployed across all digital channels as well as OOH (Out of Home) and in-store.

« This is one of the projects where creativity and design freedom come together. Faced with a contemporary and fun brand, we pushed our limits to create visually striking assets without overdoing it and falling into the trap of an overloaded or forced execution. » – Houssam, Artistic Designer at Brand Builder.

This FUN identity of Mirinda is manifested every day through the brand’s various social media channels.

« To be perceived as the most FUN and OFFBEAT brand, the content must follow suit. On social networks, the brand must act like a person and offer a quirky feed inspired by the daily life of millennials. » – Naoufal, Community Manager for Mirinda at Brand Builder.