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Iordache Golescu 17, Bucharest, Romania

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send an email to ioana.andra@bbdo.ro (HR Consultant)

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send an email to andreea.sandu@graffiti.bbdo.ro New Business Director

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00 4021 316 02 00

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00 4021 316 02 07

Mirinda – Ana are Mirinda

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In 2012 Mirinda launched the red apple flavor, a Romanian authentic taste, in order to offer consumers more options when it comes to Mirinda’s fizzy taste.

In order to own this local flavor and create a powerful association between Mirinda and the red apple flavor, our approach was to look for that common denominator related to this fruit, which all Romanians understand. So we used a popular Romanian phrase from primary school textbooks – “Ana are mere” – to create a simple, yet straightforward message: “Ana are Mirinda”.

After the campaign, Mirinda increased its sales by 51% compared with the same period prior year, and the red apple flavor counted for more than 50% of the total sales.