How do you drive sales of a summer drink in winter? By turning your primary packaging into a mix and match interactive winter wonderland. For the 2019-2020 season we developed ten cans that our fans could collect, mix and match to create some frosty avatars.
The challenge for this project was simple. And at first glance, insurmountable. Get people excited and buying Mirinda. No problem. In winter. Mirinda has a ton of fans throughout Russia, but its tangy citrus refreshment is often thought about in the warm summer months.
Mirinda drinkers skew a little younger. Our drinkers tend to firmly land among Gen Z. The design inspiration came from well outside the category. We combined two ethnographic insights. Gen Z loves expressing themselves through customizable avatars. And they love the surprise box, mix and match collectible toys from brands like Kid Robot.
The Mirinda Unexpected Combo is designed across ten cans. Five faces. Five torsos. 25 possible combinations. Consumers get to mix, match and create their winter avatar. These characters were developed and illustrated with the youthful, quirky energy that emanates from the Mirinda brand. You’d expect to see these avatars collecting coins in the latest smart phone game or saving the world in an anime. So, they’re incredibly disruptive on a retail shelf.
The numbers for this project aren’t in just yet. But one thing is certain. We brought some warmth to folks last winter.