357. MIRINDA ORANGE, THE SUNSHINE DRINK, 1978

MIRINDA 'SUNSHINE DRINK' LAUNCH PRINT AD, 1978

PEPSI COLA in the Philippines has been around for over 70 years, and in the mid-1960s, launched its own orange soda brand, MIRINDA. Meant to compete against the more established Royal Tru-Orange, MIRINDA was launched with its own campaign and promotional support, starting with the “More Fun” print series in 1966.

Its early TV ads were canned commercials from the U.S., notably the “Orange Avalanche” , which featured thousands of oranges magically appearing, dropping  and bouncing everywhere---to dramatize the “natural orangy-ness” of the soda.

WATCH MIRINDA'S 'SUNSHINE DRINK' TVC HERE:

(c/o Jojo Bailon, Voice on the 3rd)

It was only in 1978 that the brand had a local campaign hit with the “SUNSHINE DRINK” campaign, which reinforced the product’s 100% natural orange taste. This was visualized by  “slicing” a MIRINDA bottle and squeezing that half of the bottle on an orange squeezer—as if it were a real orange. The voice-over announcer goes: “If you can slice it like an orange, squeeze it like an orange, then you’ll discover the 100% natural orange taste of MIRINDA”. 

Conceived and produced by J.Walter Thompson Phils., MIRINDA’s “SUNSHINE DRINK” campaign endured through the early 1980s.

SOURCES:

Mirinda Orange 1980 TVC, Jojo Bailon, View on the Third (VOT III), via Dateline Anime, https://www.youtube.com/watch?v=0smIinktsiQ