Why a global soft drink brand takes on different names in every country
Mirinda is a global powerhouse, yet you might struggle to find it by that name in Brazil, Turkey, or Italy. Born in Spain in 1959, this beverage giant has mastered the art of local adaptation, shifting its identity, flavors, and marketing strategies to conquer diverse markets across the world.
The name Mirinda originates from the Esperanto word for admirable or amazing. Since its inception in Spain in 1959, the brand has undergone significant evolution. While it initially offered a variety of fruit flavors, a strategic repositioning in the early 1990s shifted the brand's primary focus toward orange, which now accounts for the majority of its global sales. This pivot was supported by high-profile marketing, including a 1994 to 1996 campaign featuring the Blue Man Group, which helped cement the orange-centric identity in markets like Mexico.
PepsiCo acquired the brand in 1970, expanding its reach far beyond its Spanish roots. However, the company employs a flexible strategy, often rebranding the drink to suit local preferences. In Brazil, it is known as Sukita, while in Turkey, it is marketed as Yedigün. Italy sold the product as Slam until 2021, and Russia introduced the name Frustyle in 2022. Even within the United States, the brand has had a complex history, appearing in 2003 with bilingual packaging before largely transitioning into the Tropicana Twister Soda line by 2005, with the notable exception of Guam.
The brand's adaptability extends to its promotional tactics and product formulations. From 1975 to 1978, the Jim Henson-produced 'Mirinda Craver' commercials utilized a monster character to drive interest. More recently, the brand has leaned into pop culture, releasing movie-themed editions in Asia, such as Batman-inspired blueberry and Superman-themed fruit punch. Furthermore, PepsiCo continues to innovate with new lines like Mirinda creme, which includes mango, raspberry, and lime varieties. This constant recalibration—whether through flavor adjustments, local naming conventions, or creative partnerships—allows Mirinda to maintain its competitive edge against rivals like Fanta and Crush.
The brand's footprint remains dynamic, with presence often dictated by regional bottling agreements and shifting consumer trends. For instance, in Australia, the brand saw a brief stint in KFC outlets before being replaced by other soft drinks. In New Zealand, it was phased out entirely in favor of Mountain Dew variants. This fluid approach to market presence highlights the challenges and opportunities inherent in managing a global beverage brand that must constantly balance consistency with local relevance.
Source: Mirinda
