Suntory PepsiCo Beverage (Thailand) (SPBT), manufacturer and distributor of PepsiCo’s beverages including Pepsi, Mirinda and 7UP, moves forward to strengthen its position in the flavored carbonated soft drinks market by realigning Mirinda brand under the “Mirinda Mix Up Your World” global direction to further drive growth and to communicate with customers about fun, diversity of tastes and creatively surprising flavors. It aims to win leader position in the flavored carbonated soft drinks market among Gen Z. SPBT invested more than 200 million baht in launching marketing activities with an aim to drive double digit sales growth from last year (2019 growth was +9%¹).

Mr. Somchai Ketchaikosol, Chief Marketing Officer, Suntory PepsiCo Beverage (Thailand), said the value of the Liquid Refreshment Beverage (LRB) market in Thailand last year totaled around 155 billion baht, up 9%² from a year earlier. The Carbonated soft drinks (CSD) made up the largest share in the market and continue its growth momentum. CSD played a vital role in driving the growth of the LRB market. Meanwhile, the flavored CSD saw a growth of 10%³ year-on-year in 2019 as Mirinda is one of the mainstream flavored CSD to steer the market.

In 2020, Mirinda undergoes a major strategic realignment to match global direction and consumer behavior to make Mirinda brand image more appealing to consumers in the Gen-Z segment. SPBT will prioritize doing the market through Mirinda’s mainstream flavors, comprising Mirinda Orange flavor, Mirinda Strawberry flavor and Mirinda Green Cream flavor, which the latter went on sale in the first quarter of this year and has received an overwhelming response from next-generation consumers. Sales of Mirinda in the first quarter of this year grew more than 15% year-on-year.

As for the marketing campaign this year, SPBT will focus on presenting the “Mirinda Mix Up Your World” concept to communicate with consumers about fun and creatively surprising Mirinda flavors. The company will highlight fun lifestyle activities of target customers through a wide range of marketing activities. This year SPBT will also double its marketing and investment budget in order to develop a digital platform for a unique customer experience and to reach out to consumers in the Gen-Z segment to inspire them to try Mirinda. Mirinda’s key marketing strategies are as follows;

1. Understanding and Winning the Hearts of Gen Z: The number of teens consuming soft drinks are tremendous due to their behavior that prefers diversity as they are open to trying and learning new things and never stop enjoying their everyday life with the environment surrounding them. Such a dynamic lifestyle matches the Mirinda concept, so Gen-Z people are the key target group in which the company will come up with products and marketing campaigns that can win the hearts of Gen-Z people. SPBT expects Mirinda to become one of the top beverage brands among Gen Z through multiple forms of marketing activities that emphasize on building up “Brand For Me” experiences.

2. Strengthening Product Portfolio: Mirinda prioritizes developing products in response to customers’ requirements both in terms of flavors and packaging, especially Mirinda’s mainstream flavors, comprising Mirinda Orange flavor, Mirinda Strawberry flavor and Mirinda Green Cream flavor, which account for 80%. Lately, SPBT redesigned and refreshed Mirinda packaging to make it more appealing and enticing to the senses. The company plans to introduce new Mirinda flavors in the market every year so as to stimulate consumption and attract a new consumer base as well as driving growth of the flavored CSD market.

3. Winning Digital Platform: In order to get in touch with Gen-Z consumers who use digital technologies, online media and social media platforms, marketing activities for Mirinda brand will focus more on digital platforms and the investment budget has been raised every year. Mirinda recently teamed up with partners such as TIK TOK, the fastest growing platform of the youth community, to create fun content via new features through creating and designing new filters and new songs as well as the use of influencers to support Mirinda’s new campaign launch.

“We are confident that a range of outstanding products, marketing strategies, comprehensive communications and the ability to understand the interest of target customers will enable Mirinda beverages to inspire the market and deliver a great refreshment drinking experience that captures the hearts of Gen-Z consumers. Hopefully that sales volume of Mirinda beverages will meet the growth target this year,” said Somchai. 

Mirinda also introduces a new flavor “Mirinda Mixed Berry & Watermelon” to strengthen its position in the flavored fizzy drinks market. It features two harmonious fruit aromatics and refreshing flavors in the same bottle for customers to enjoy it anywhere and anytime. It is available in two sizes: 345mL and 440mL PET bottles. They are available at convenience stores, wholesale and retail stores, supermarkets and leading shopping malls across the country.