Mirinda Launches Impressive New Identity "Making an M-pact"

With an impressive change in brand identity strategy, Mirinda has officially launched a new identity called "Making an M-pact", marking an important turning point in its journey to elevate its brand. Let's explore with sadesign how Mirinda combines creativity and dynamism to bring colorful and vibrant experiences this summer!

1. Introduction to Mirinda and Brand Renewal Strategy

Mirinda is one of the prominent and favorite beverage brands in many countries. Mirinda's products are not only known for their fresh flavors but also for their youthful, dynamic and colorful personality. In particular, with the goal of strongly connecting with consumers, Mirinda has decided to completely "makeover" in terms of brand identity, bringing a new, closer and more accessible image.

In its brand development strategy, Mirinda is constantly looking for innovation, and the new identity called "Making an M-pact" is a testament to the brand's strong commitment to creativity and clarity in every detail.

“Making an M-pact” is an iconic message that represents the aspiration to create a positive impact and inspire the community, especially the youth. The “M” in “M-pact” not only represents Mirinda but also symbolizes dynamism, creativity and the spirit of daring to think and do.

1.1 Meaning of "M-pact":

Impact: Mirinda wants to inspire and create positive, memorable moments for consumers.

My Impact: Encourage young people to confidently express their personality, create their own mark and contribute to the community.

Community Connection (Mutual Impact): Building a cohesive community where people share joy and create common values.

1.2. New, Youthful and Vital "Look"

The "Making an M-pact" identity brings a completely new look to Mirinda, from logo, color to packaging design.

New Mirinda Logo:

Minimalist, modern design with sharper lines and edges.

Bright green, symbol of freshness, dynamism and energy.

The stylized letter "M" creates a unique and easily recognizable highlight.

Diverse color palette:

Use a bright, fresh color palette, suitable for the summer spirit and personality of young people.

Each Mirinda flavor is represented by a distinct color palette, creating richness and variety.

Packaging design:

Youthful, dynamic design with vivid, eye-catching illustrations.

Environmentally friendly packaging material, demonstrating Mirinda's commitment to sustainable development.

2. New Identity "Making an M-pact" – Breakthrough in Design Thinking

Mirinda's new identity is not just a visual change, but also an affirmation of the brand's future direction. Called "Making an M-pact", Mirinda aims to create a strong and lasting impact in the minds of consumers.

Outstanding color : Mirinda continues to maintain its signature bright orange color, but this time the color is refined to become more vibrant and impressive. Orange not only represents youthfulness and dynamism, but also symbolizes joy, freedom and a strong connection between the brand and consumers.

Modern design style : Mirinda's new identity uses a minimalist design style that is extremely effective in attracting attention. Simple yet energetic images, combined with unique graphic elements, create a youthful, creative style.

Logo Redesign : Mirinda has made subtle changes to its logo, not only in style but also in the way it conveys its message. The new logo better represents the connection between the brand and the concept of “impact”, opening a new door for creativity and a promising future.

3. Why Did Mirinda Choose to Change Its Brand Identity?

The key to success in the beverage industry is connecting with consumers. Mirinda recognizes that to remain competitive in a volatile market, brands need to constantly innovate and meet the changing needs of customers.

The new identity "Making an M-pact" was developed to:

Connecting with the younger generation : Mirinda wants to build a more friendly, approachable and understandable image for young customers who love creativity and novelty.

Ensuring sustainability : The design materials and messaging in the new identity clearly reflect Mirinda's sustainability and commitment to bringing lasting value to the community and consumers.

Creating a unique mark : Mirinda wants to create a new image that not only makes a strong impression but is also memorable to everyone. The design innovation will help the brand create a clear difference, especially in the context of increasingly fierce competition.

4. Mirinda's New Marketing Strategy With "Making an M-pact" Identity

With the new identity, Mirinda did not stop at changing the logo image or colors. They had a comprehensive marketing strategy to ensure that the new message would be effectively conveyed to all customers.

Creative advertising campaigns : Mirinda will launch advertising campaigns with interesting, relatable and accessible content for consumers. The messages in the campaign will not only focus on introducing products but also evoke positive emotions, connecting people with each other.
Strengthening presence on digital platforms : Along with the change in design, Mirinda will also focus on developing digital marketing channels, especially on social networks. Using these platforms helps Mirinda connect directly with young customers who are more inclined to consume online.

Organizing events and community activities : Mirinda will also focus on events and community activities to create a space for exchange, connection and sharing fun and dynamic moments.

5. Multi-Channel Communication Campaign, Spreading "M-pact" Strongly

To spread the message of "Making an M-pact" widely and effectively, Mirinda deployed a comprehensive multi-channel communication campaign, closely combining online and offline activities.

5.1 Online communication campaign:

Creative content on social media:

Mirinda focuses on creating short videos, animations, and highly interactive content on popular platforms like Facebook, Instagram, and especially TikTok.

These contents are designed to reflect the "M-pact" spirit, with bright colors, vibrant music, and challenges and trends that appeal to young people.

For example, Mirinda could create short videos featuring young people creating “M-pacts” in their communities, or videos that provide step-by-step instructions for taking positive action.

Online Contests and Challenges:

Mirinda organizes creative competitions, dance challenges, or online games to engage young people.

These competitions often have attractive prizes, and encourage participants to showcase their personality, talent, and "M-pact" spirit.

For example, a contest to design a Mirinda “M-pact” version of the packaging, or a challenge to dance to the campaign music.

Collaborate with KOLs and Influencers:

Mirinda collaborates with key opinion leaders (KOLs) and influencers to spread the "M-pact" message to the target audience.

These KOLs and Influencers will create campaign-related content, attend events, and interact with fans.

For example, invite famous tiktokers to participate in dance challenges related to the product, or invite famous Streamers who are loved by young people to promote the product.

5.2 Offline communication campaign:

Events and festivals:

Mirinda organizes music, sports, and festival events in major cities to create a vibrant and community-engaging atmosphere.

These events are an opportunity for Mirinda to interact directly with consumers, introduce new products, and spread the "M-pact" message.

For example, sponsor outdoor music events, or organize street sports tournaments.

Point of sale promotion:

Mirinda carries out promotional activities at supermarkets, convenience stores, and other points of sale.

These activities include attractive product displays, organizing promotions, and distributing product samples.

For example, set up booths with the theme “Making an M-pact”, or organize prize games at the point of sale.

Limited edition products:

Mirinda launches limited edition products with unique and innovative designs, inspired by the "M-pact" message.

These products create curiosity and excitement for consumers, and are part of a messaging campaign.

6. "Making an M-pact": More Than a Marketing Campaign

"Making an M-pact" is not just an advertising campaign, but also a long-term commitment of Mirinda to support and inspire the young generation.

Encourage creativity:

Mirinda creates playgrounds, competitions, and activities for young people to showcase their talents and creativity.

Mirinda also supports young people's creative projects and ideas, through funding or partnership programs.

Spread positivity:

Mirinda shares inspiring stories of young people who have created "M-pacts" in their communities.

Mirinda promotes active, healthy, and socially responsible lifestyles through its activities and media content.

Community Connection:

Mirinda builds a dynamic and engaged online and offline community where people can share joy and create common values.

Mirinda also carries out social activities towards the community, such as charity programs or environmental protection projects.

7. The Impact of Changing Brand Identity on the Beverage Market

Mirinda's rebranding with the "Making an M-pact" campaign had a significant impact on the soft drinks market.

Increase competitiveness:

Fresh images and meaningful messages help Mirinda stand out from the competition.

This helps Mirinda attract new customers and retain old ones.

Attracting young customers:

The campaign focuses on a young audience, with activities and content tailored to their interests and lifestyles.

This could help Mirinda increase its market share in the young customer segment.

Creating trends:

Mirinda's change could create a new trend in the beverage market, forcing other brands to change to adapt.

For example, other brands may start focusing on youth-oriented media campaigns, or change product designs to become more modern.

8. Analyze Consumer Response to New Brand Identity

To assess the success of the "Making an M-pact" brand identity, Mirinda conducted a lot of market research and collected feedback from consumers, especially young people.

Positive feedback:

Most consumers appreciate this change, saying that the new identity is more youthful, dynamic and eye-catching.

The bright colors and modern design of the logo and product packaging are popular, especially among younger customers.

The message "Making an M-pact" is considered meaningful and inspirational, in line with the spirit of today's young generation.

Social media response:

On social media platforms, the hashtag #MakinganMpact and other hashtags related to Mirinda received a lot of interactions.

Many users shared photos and videos of the new product, expressing their excitement and support for Mirinda's change.

Online competitions and challenges organized by Mirinda also attract the participation of a large number of users, creating a strong ripple effect.

Impact on sales:

After launching the new identity, Mirinda's sales recorded significant growth, especially in the young customer segment.

This shows that the change in image and message has helped Mirinda increase its competitiveness and attract new customers.

Suggestions:

Along with the positive feedback, there were also comments about the packaging designs. Some older consumers also felt that the colors were too youthful, and that there should be designs that were more age-appropriate.

Specific Examples of Mirinda's Online and Offline Communications Activities

Online communication activities:

TikTok Challenge:

Mirinda hosted a dance challenge on TikTok to the campaign's theme song "Making an M-pact".

This challenge attracted millions of views and thousands of participants, creating a trend on social networks.

Famous TikTokers also joined the challenge, helping to spread the message to a large audience.

Interactive Livestream:

Mirinda hosts livestreams on Facebook and Instagram with KOLs and Influencers.

During these livestreams, they talk about the "Making an M-pact" campaign, introduce new products, and interact with viewers through games and questions.

Image advertising campaign:

Mirinda invests in advertising campaigns with eye-catching, brightly colored images on social media platforms such as Facebook and Instagram. These images are designed according to the theme of each flavor, helping consumers easily recognize their favorite products.

Offline communication activities:

Mirinda Music Festival:

Mirinda organizes music festivals in major cities, featuring famous singers and bands.

These festivals create a vibrant entertainment space for young people, and are also an opportunity for Mirinda to introduce new products and spread the message "Making an M-pact".

Experience stalls:

In supermarkets and shopping malls, Mirinda sets up product experience booths where consumers can taste new Mirinda flavors and participate in interactive games.

Street sports events:

Organize street sports competitions such as dancing, skateboarding... These events attract the participation of many young people.

The above examples demonstrate the diversity and creativity in Mirinda's communication campaign, helping to effectively spread the message "Making an M-pact" and create positive interactions with consumers.

9. Conclusion

With the new identity "Making an M-pact", Mirinda has proven that it is always at the forefront of creating new, vibrant products and strategies. This summer, Mirinda not only brings delicious refreshments but also brings a fresh, impressive image. The brand constantly enhances the value of consumer experience, connecting the community with vibrant and highly creative activities. Let's look forward to Mirinda's next steps in the journey of sustainable and strong development.