Make The World Go Aaah! -
Mirinda
Mirinda needed to win over Gen Zers and make their fruity, tongue-tingling products relevant to them. So we transformed Mirinda into PepsiCo’s first digitally built brand, and co-created the entire campaign with a global squad of Gen Z influencers shooting it all on their phones. No fancy directors, no camera crews. This campaign became a call to action for everyone to make the world go aaah! with their creativity, and the refreshing taste of Mirinda.
Introducing The Aaah Squad
First we assembled a global team of the internet’s best Gen Z makers who concepted and shot their own Mirinda-inspired content. Then, we introduced them to the world with a digital campaign on Tiktok and Instagram.
The Aaah Challenge
Next we put out a global call for creativity. Our Aaah Squad challenged their followers to recreate their content and launched a series of How-To videos that taught their unique creative skills.
Making TV go aaah!
Instead of shooting a TV commercial and cutting it into social content, we reversed this process and used the Aaah Squad’s social content to build the TV commercial. The result was a film truly co-created by Gen Z. And because our film was modular, we created a bespoke version for each of our four regions featuring the most locally relevant content.
