Mirinda launched the #ReleaseThePressure campaign to raise awareness about the high parental pressure on Indian teenagers. The campaign featured a 3-minute film showing the pressure students face from exams and expectations to succeed. It encouraged parents to pledge to reduce pressure on their children by giving a missed call. The campaign garnered over 27 million video views and engaged over 1.5 million parents. It significantly boosted consumer sentiments toward Mirinda and generated substantial free publicity through social media influencers, helping Mirinda reconnect with its target audience.

1. #ReleaseThePressure
An Initiative by

2. 1959
Created in Spain
Origin of the name Mirinda: Esperanto
Gender of the name Mirinda: Girl
Definition of Mirinda: wonderful
Meaning of Mirinda: Means “wonderful” in Esperanto.

3. An Initiative by
1970 - PepsiCo Bought Mirinda Tagline - Mirinda Women
1975 - 1978 Tagline - Mirinda Craver
1994 - 1996
Launched In India1990
Tagline - The Taste is in Mirinda

5. Mirinda Men

6. Mirinda Kids

7. BRAND POSITIONING
Cool orange drink with
fizz and a fun brand that
promotes sociability

8. 1991 Launched In India
1996 Mirinda Men
2003
Taste Pe Atka, Mirindaaaa2000
Taste Aisa Chaye Character Fisla Jaye
2008 Pagalpanti Bhi Zaroori Hai
2009 Orange Dikha Toh Mooh Bola Mirindaaaa
2017 #ReleaseThePressure

9. MIRINDA LOSING POPULARITY
Market trends:
• Drop in the growth of orange fizzy drink category to 5% in 2015 from
18% in 2010
• Increase in the growth of non- fizzy orange drinks such as Tang (15%)
Brand association of consumer:
• Adult population doesn’t drink Mirinda
• Not associated with men
Health conscious consumer:
• Targeted for kids, but consumed less due to health reasons
• Women getting more health conscious
Price conscious consumer:
• Rasna’s price per glass – Rs. 1.5 to Rs. 2;
• Mirinda’s price per glass – Rs. 8

10. India has one of the highest rate of suicides among
people aged between 15 and 29.
Everyday, 6.23 students commit suicide due to
pressure.

11. An Initiative by

12. OBJECTIVE OF CAMPAIGN
To ignite and facilitate a conversation between teenagers and their parents on a topic that
deserves attention in our country
Raise awareness about parental pressure on teenagers
“This film onward, each of our brand campaigns will be directed towards bringing meaningful change
in consumers’ lives. It will not be a CSR initiative rather we will adopt this approach in each of our
mainline campaigns across brand categories”
- Vipul Prakash, VP - PepsiCo

13. BREAKING THE RULES
Usual ad lengths – 30 seconds
#ReleaseThePressure ad length – 3 minutes
Existing customers’ likability towards the brand increased through emotional connect
Bold positioning

14. TARGET GROUP
Teenagers 14 to 18
years old, taking
their board exams
Parents who had
children taking
their board exams

15. #ReleaseThePressure
Marketing

16. INNOVATIVE PACKAGING
Introduced 120 million bottles in the market which had
open letters from kids and urged parents to give miss
call and take the pledge.
An Open Letter where they could pour out their fears –
not just of exam failure, but fear of letting their
parents down.

17. OTHER PROMOTIONS

18. STICKERS
1 million stickers
On the day of the exams top
newspapers carried tear away
stickers with motivational
messages which parents stuck
on their kids exam boards.

19. COLLABORATIONS
Co-released the
film and drove
conversations

20. MICROSITE
http://www.releasethepressure.in/
Partnered with Fortis
Healthcare to start a
student helpline offering
counseling services

22. Fun amid seriousness!
‘No more pressurepanti, only pagalpanti’
The brand went back to its funny quotient and released another
campaign, in its typical fun and playful manner.
“In the second phase of our campaign, we have taken a more fun
approach with the release of our ad film, which highlights the pressure
faced by teenagers during exams, and the need for a ‘Pagalpanti’ break.”
- Gaurav Verma, Associate Director, PepsiCo India.

24. Results
27+ million views of the short film
154 million people reached, nearly 650 million
impressions
1.5 million parents pledged to release the
pressure
20,000 missed calls from label on pack
1.8 million dollars PR value with an investment of 0.7
million dollars
Consumer Sentiments
Mirinda generated 99.9% positive
conversations across platforms vs 52%
pre-campaign - consumers have
resonated and appreciated Mirinda for
bringing forth this issue.
These conversations were 138 times
more than the nearest beverage brand.

27. Influencer Endorsements
An Initiative by

31. –#RELEASETHEPRESSURE
Gotta say the campaign couldn’t be more on point in light of it being
dead in the center of exam season. And if you agree, we urge you to
take the pledge by giving a missed call to 8866288662.

33. Thank you!