Client: Pepsi Brand International
To promote and drive trial of Mirinda soft drinks to digitally-savvy teens with 3 stylized characters– each representing a flavor from the brand's unique portfolio.
The overall promotion idea rooted itself in the key brand benefit which empowers the consumers to "taste the imagination" with a focus on the "mobile gaming" lifestyle that was quickly becoming popular.
The promotion was launched for the Asia-Pac market in '06-07, delivering a robust 360 marketing initiative. The campaign included ATL/BTL/OOH visibility, but was mostly supported with television and digital activations, allowing the consumers a wide range to interface with the brand.
Below are the actual illustrations ( which later were updated to fit the ethnicity of specific regions) and evolution for Orange, Strawberry and Green Apple. Also included are some screen caps from Asia demonstrating the activation and phase two ( which became a more literal translation of the characters).
Tech: Adobe Illustrator/ MAC / Wacom tablet