An almost forgotten brand in this part of Asia, Mirinda® has recently revealed its powerful new global brand platform, ‘There’s no flavour like your flavour’, alongside a playful new visual identity, which honours creativity and uniqueness in all generations.
Placing a big ‘M’ at the front of Mirinda’s new colorful look, the fruit flavoured carbonated soft drink brand aims to provide the much-needed spark of inspiration that Gen Z is craving.
Mirinda’s new direction and global brand tagline cements the brand as a representation of the next generation, celebrating and embracing these vibrant creators, who have the courage to express their creativity and bring their authenticity both in real life and online.
Coinciding with the #NoFlavourLikeYourFlavour launch, Mirinda has been given a striking new visual identity called “Making an M-pact”, which was developed by PepsiCo Design and Innovation to ignite creativity. The Mirinda logo has been refreshed with a brighter green, along with sharper corners and cleaner lines to amplify its distinction. The iconic Mirinda ‘M’ serves as a canvas of creativity from which the brand is brought to life. The new visual identity features playful colour palettes which provide a burst of refreshment, while twirling spheres, fizzing bubbles and zesty fruit illustrations convey a sense of playfulness and energy throughout.
Each of the brand’s 50+ irresistible fruit flavours, including favourites Green Apple, Orange, Pineapple, Strawberry, and Watermelon, will be given a corresponding colour palette, each with their own vivid, contrasting colourways. Mirinda’s innovative flavour offerings are tailored to the unique palate of communities around the world, including Green Cream Soda and Orange Tamarind in Vietnam, and Acai Berry in Poland. The new visual identity will be visible on all Mirinda cans, merchandise, advertisements, retail displays and digital media etc. across its 200 markets.
Mirinda’s new visual identity will be rolled out across the leading 20 international markets from May 2023, with many featuring their native languages on the cans. Kicking off with Vietnam and Thailand, the new visual identity will then appear in China and other countries in Europe, Middle East and the America.
Alongside the new brand platform and visual identity, Mirinda is also committed to inspiring better choices for its consumers by offering reduced sugar alternatives. As part of this commitment, and to support PepsiCo’s pep+ initiative to accelerate the reduction of added sugar across its wider portfolio, the brand successfully launched its Zero Sugar Orange flavour in both Poland and Nigeria and will continue to expand its low and no sugar portfolio internationally.