Mirinda

Mirinda is a fruit-flavored carbonated soft-drink brand created in Spain in 1959 and distributed internationally by PepsiCo since 1970. The brand is best known for its orange flavor, although it has been sold in a wide range of fruit varieties and in market-specific formulations that differ in flavor intensity, carbonation, sweetener, packaging, and sometimes brand name. Its name derives from Esperanto, where it conveys the sense of something admirable or remarkable. PepsiCo acquired the Mirinda brand in 1970 and developed it primarily as an international soft-drink offering outside the United States. The brand became particularly established in Asian and South American markets, where fruit-flavored carbonated drinks have been an important part of the mainstream soft-drink category. During the early 1990s, PepsiCo repositioned Mirinda more strongly around orange, making Mirinda Orange its principal global expression while retaining additional fruit flavors in selected countries. Mirinda competes principally with The Coca-Cola Company's Fanta and, in some markets, with other fruit-flavored carbonated drinks such as Crush. Its distribution has varied considerably by country. In Brazil it has been marketed under the Sukita name, in Turkey as Yedigün, and in Italy as Slam until the product was renamed Mirinda in 2021. In Russia, the product has been sold under the Frustyle name since 2022, while Sol has been used in some United States markets. These local naming arrangements reflect PepsiCo's use of established regional beverage brands and market-specific portfolios rather than a single uniform global presentation. Mirinda entered the United States in late 2003 with bilingual packaging and a value-oriented price position intended to compete with Fanta. From 2005, many of its United States flavors were largely marketed under PepsiCo's Tropicana Twister Soda brand instead. The Mirinda name continued in Guam, where Pepsi introduced it in 2007 as a replacement for Chamorro Punch Orange. The brand has also appeared in Australia, where it was sold in orange and lemon variants after a major food-service customer moved from Coca-Cola products to PepsiCo beverages. Later changes in bottling rights led to the replacement of those offerings by Sunkist and Solo. Mirinda is no longer sold in New Zealand, where comparable flavor profiles were associated with PepsiCo's Mountain Dew range. The brand's advertising has included character-based, music- and entertainment-oriented, and movie-tie-in campaigns. Its 1975–1978 Mirinda Craver advertising featured a monster character obsessed with obtaining the drink. A 1994–1996 campaign using the Blue Man Group and the slogan “The Taste is in Mirinda” helped reinforce the brand's fruit and orange positioning in several markets. PepsiCo has also used agencies including BBDO and J. Walter Thompson for Mirinda advertising. Special editions and flavors have periodically been introduced in Asian markets, including film-themed products and Mirinda Creme variants in mango, raspberry, and lime. Today, Mirinda remains an active PepsiCo brand with a geographically uneven presence and a portfolio centered on orange and other fruit-flavored carbonated beverages.

Mirinda was first produced in Spain in 1959. Its name was taken from Esperanto and is associated with the meaning “admirable” or “amazing.” The original brand developed as a fruit-flavored carbonated drink rather than as a single-flavor orange soda, and different national markets have continued to receive different recipes, sweetener systems, carbonation levels, and flavor ranges. PepsiCo acquired Mirinda in 1970 and subsequently used it as an international soft-drink brand, concentrating distribution outside the United States. By 1990, the drink was described as a strong seller in Asian and South American markets. Although Mirinda has been produced in flavors such as lemon, apple, strawberry, mango, raspberry, lime, blueberry, and fruit punch in particular markets, orange became its dominant expression after a major repositioning in the early 1990s. This orange-led strategy gave Mirinda a clearer competitive relationship with Fanta while allowing local bottlers to retain additional flavors where demand supported them. PepsiCo's international management of Mirinda has included extensive local adaptation. In Brazil, the beverage has been associated with the Sukita name; Turkey has used Yedigün; and Italy used Slam until the name changed to Mirinda in 2021. In Russia, the product has been sold as Frustyle since 2022, and Sol has been used in some United States states. These identities demonstrate that the brand's global footprint has not always been represented by identical packaging or a single trademark in every country. Mirinda appeared in the United States in late 2003 with bilingual packaging and a lower-price positioning designed to challenge Fanta. From 2005, its United States flavors were largely transferred to PepsiCo's Tropicana Twister Soda brand, although Mirinda remained available in Guam. In 2007, Pepsi introduced Mirinda in Guam to replace Chamorro Punch Orange. The product also reached Australia around 1991. It was sold there in orange and lemon forms, including through food-service distribution, after KFC Australia moved from Coca-Cola products to beverages from the Pepsi family. Later changes in the Australian Pepsi bottler's rights to Schweppes and Dr Pepper brands led to Mirinda being replaced by Sunkist and Solo. Syrups associated with Mirinda were available through Australian retail channels during the 2010s and 2020s. In New Zealand, Mirinda was discontinued and similar flavor propositions were represented by PepsiCo's Mountain Dew line. Advertising has been an important part of Mirinda's identity. The Mirinda Craver campaign, produced by Jim Henson from 1975 to 1978, used a monster character performed by Bob Payne and voiced by Allen Swift. Between 1994 and 1996, the Blue Man Group appeared in advertising built around the line “The Taste is in Mirinda.” In markets including Mexico, this campaign supported a shift from a broad multi-flavor presentation toward a stronger orange focus. Pepsi's agency network, including BBDO and J. Walter Thompson, has handled Mirinda work. The brand has also used movie-themed limited editions in Asia, including Batman and Superman variants, and has introduced Mirinda Creme drinks in mango, raspberry, and lime. Mirinda remains an active PepsiCo soft-drink brand, though its availability and naming vary by market.

• 2022

  Frustyle name used in Russia

  [1]Mirindaen.wikipedia.org

  The Russian-market expression is identified as Frustyle from 2022.

• 2021

  Slam is renamed Mirinda in Italy

  [1]Mirindaen.wikipedia.org

  The Italian product formerly known as Slam adopts the Mirinda name.

• 2007

  Mirinda launches in Guam

  [1]Mirindaen.wikipedia.org

  Pepsi introduces Mirinda in Guam as a replacement for Chamorro Punch Orange.

• 2005

  United States flavors move toward Tropicana Twister Soda

  [1]Mirindaen.wikipedia.org

  Many United States Mirinda flavors begin to be sold primarily under PepsiCo's Tropicana Twister Soda brand.

• 2003

  Mirinda launches in the United States

  [1]Mirindaen.wikipedia.org

  The drink enters the United States with bilingual packaging and a value-oriented price position.

• 1994

  Blue Man Group campaign launches

  [1]Mirindaen.wikipedia.org

  The “The Taste is in Mirinda” campaign begins and supports a more orange-centered brand presentation in some markets.

• 1991

  Mirinda reaches Australia

  [1]Mirindaen.wikipedia.org

  Mirinda is launched in Australia, including orange and lemon variants.

• 1990

  Mirinda is established in Asian and South American markets

  [1]Mirindaen.wikipedia.org

  The brand is described as a solid seller in Asian and South American markets.

• 1975

  Mirinda Craver advertising begins

  [1]Mirindaen.wikipedia.org

  A character-based campaign featuring the Mirinda Craver runs from 1975 to 1978.

• 1970

  PepsiCo acquires Mirinda

  [1]Mirindaen.wikipedia.org

  PepsiCo acquires the brand and begins distributing it internationally, primarily outside the United States.

• 1959

  Mirinda is created in Spain

  [1]Mirindaen.wikipedia.org

  The fruit-flavored carbonated soft-drink brand is first produced in Spain.

Mass-market, youthful fruit-flavored carbonated soft drink with a strong orange-led identity.

• Carbonated soft drink

  Mirinda Orange

  The brand's principal global flavor and its best-known product. Mirinda Orange became the dominant expression of the portfolio after the brand's early-1990s repositioning toward orange. Recipe, sweetness, carbonation, package format, and availability vary by market.

• Carbonated soft drink

  Mirinda Lemon

  A lemon-flavored variant sold in selected markets, including Australia during the period when Mirinda was part of the local Pepsi beverage portfolio.

• Flavored carbonated soft drink

  Mirinda Creme

  A later flavored range reported in mango, raspberry, and lime variants. It extends the brand beyond its traditional orange-centered positioning.

• Limited-edition carbonated soft drink

  Mirinda movie-themed editions

  Special editions introduced in Asian markets with entertainment properties and unusual flavor associations, including blueberry-linked Batman and fruit-punch Superman variants.

• Soft-drink syrup

  Mirinda syrups

  Syrup products associated with the Mirinda brand have been available through Australian retail channels, including department-store distribution, during the 2010s and 2020s.

• 1994The Taste is in Mirinda

  Mexico · Other selected markets

  A campaign featuring the Blue Man Group used the slogan “The Taste is in Mirinda.” In some markets, including Mexico, the work accompanied a move away from broad multi-flavor messaging toward a stronger orange identity and supported Mirinda's orange-focused repositioning.

  Outcome. The campaign supported Mirinda's orange-focused repositioning.

  Source
• 1975Mirinda Craver

  United States

  A character-led advertising program produced by Jim Henson featured the Mirinda Craver, a monster whose craving for the drink drove the advertisements. Bob Payne performed the character and Allen Swift provided the voice. The campaign ran through 1978 and became one of the brand's notable historical advertising executions.

  Outcome. The campaign ran through 1978 and became one of the brand's notable historical advertising executions.

  Source
• Movie-themed limited editions

  Asia

  Mirinda has periodically introduced special editions linked to film characters or entertainment properties, including Batman and Superman-themed products. These editions provided temporary flavor and packaging extensions in selected Asian markets.

  Outcome. These editions provided temporary flavor and packaging extensions in selected Asian markets.

  Source

• 2021

  Italian brand renameStrategy

  Background

  The Italian Mirinda-related product had been marketed under the Slam name.

  Action taken

  The product was renamed Mirinda.

  Aftermath

  The Italian market adopted the internationally recognized Mirinda name.

  Source

• 2005

  United States portfolio transitionStrategy

  Background

  PepsiCo maintained several overlapping fruit-flavored beverage propositions in the United States.

  Action taken

  Many Mirinda flavors were marketed primarily under the Tropicana Twister Soda brand.

  Aftermath

  Mirinda's direct United States presence narrowed, with Guam remaining an exception.

  Source

• 2003

  United States market launchProduct launch

  Background

  PepsiCo sought to compete with Coca-Cola's Fanta in the United States fruit-soda segment.

  Action taken

  Mirinda was introduced with bilingual packaging and a reduced-price positioning.

  Aftermath

  The brand later gave way largely to Tropicana Twister Soda for many United States flavors, while continuing in Guam.

  Source

• 1990

  Repositioning toward orangeStrategy

  Background

  Mirinda had historically been associated with multiple fruit flavors, while orange was becoming its leading expression.

  Action taken

  PepsiCo repositioned the brand toward orange, making Mirinda Orange the principal global formulation while retaining local variants.

  Aftermath

  Orange represented the majority of worldwide Mirinda sales according to the referenced account, and the brand's communications increasingly emphasized that flavor.

  Source

• 2022

  Mirinda was marketed as Frustyle in Russia[1]Mirindaen.wikipedia.org

  Other

  The Russian-market product was identified under the Frustyle name from 2022.

• 2021

  Italy's Slam beverage was renamed Mirinda[1]Mirindaen.wikipedia.org

  Product generation

  The Italian beverage previously marketed as Slam was renamed Mirinda.

• 2007

  Mirinda launched in Guam under its own name[1]Mirindaen.wikipedia.org

  Product launch

  Pepsi began selling Mirinda in Guam as a replacement for Chamorro Punch Orange.

• 2005

  United States Mirinda flavors shifted largely to Tropicana Twister Soda[1]Mirindaen.wikipedia.org

  Other

  Many Mirinda flavors in the United States began to be sold primarily under PepsiCo's Tropicana Twister Soda brand.

• 2003

  Mirinda entered the United States with bilingual packaging[1]Mirindaen.wikipedia.org

  Product launch · Pricing

  PepsiCo introduced Mirinda in the United States in late 2003 as a reduced-price competitor to Fanta.

1. 1Mirindaen.wikipedia.org