While most brands in the carbonated drinks category were seeing positive growth, orange drinks were consistently losing relevance amongst its core consumers - teenagers. The contribution of orange drinks to the portfolio had dropped 5% in last 5 years. Consumers were simply not interested in orange drinks.

Within a shrinking category, the two key brands- Mirinda and Fanta, were talking in a similar language – encouraging teens to indulge in crazy uninhibited fun. So much so, they had become almost interchangeable in the eyes of the consumers.

Without any brand distinction, Mirinda was facing a serious loss of emotional connect with the consumers.

We realized that, if we wanted to connect with the teens we had to break away from the category codes. We couldn’t just talk about crazy fun without any meaning, instead we needed to give playfulness a purpose in the lives of the teens

#ReleaseThePressure- a movement that not only gave a playful brand like Mirinda, a deep purpose but also gave millions of teens around the country, a platform to begin an honest conversation with their parents about the immense exam pressure they are under.

In our commitment to bring the issue of parental pressure out in the open as much as possible, we used creative ways of reaching out to kids and parents. Apart from traditional media, we converted unconventional media such as bottle caps, bottle labels, and even study notebooks into mediums of brand activism and change.