“As a leader in the category, Mirinda will be more aggressively immersed in China’s youth culture,” said Runner Yang, marketing director, flavours, of PepsiCo China. “Anomaly is the kind of new generation marketing partner we want to work with to create this movement. We want to bring fun and vitality, which is our brand DNA, to the youth generation.”
The first work for the sparkling beverage campaign will launch in the spring. Anomaly will lead strategic planning, as well as produce creative assets and manage production.
“PepsiCo is known to be innovative in their marketing approach and the team shares the same belief of Anomaly,” said Eric Lee, partner, Anomaly Shanghai. “We are excited to be their idea partner and create something outrageously engaging and holistic.”
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