Mirinda Unexpected Combo

Playful cans with an interactive twist.

We devised limited-edition cans of our fizzy orange-flavored drink to be mixed, matched, twisted and stacked--so the offbeat cast of characters we created could be playfully re-created by customers in Russia.

Brand

Mirinda

Type

Branding & Packaging

Region

Europe

THE IDEA

Design built for experimentation and play.

In the Spring of 2019, we set about making Mirinda stand out on shelves in Russia, by tapping directly into the brand’s buoyant, energetic sense of fun. To us, that meant more than making the cans vibrant and eye catching. It meant building in an interactive and experimental experience for a shareable #MirindaMoment—with a joyful twist.

THE DESIGN

Cans with character, made to collect, share, remix and mismatch.

A skateboarding, turtleneck-sporting tyrannosaurus rex. A blissed-out orange tree in striped socks. A space-surfing astronaut.

We created a world of original and totally unexpected Mirinda characters, all illustrated with a mischievous wink (and plenty of juicy citrus slices and halves). In December, we couldn’t resist adding more members to our comic cast—bursting with a wintry spirit or too-cool attitude.

Our simple twist was this: each character was bisected, head on one side of a can, body on the other. With a second can, customers could stack them to create the full character, or mastermind their own custom creations, concocting an even wackier hybrid of the two. With an array of delightfully absurd possibilities, it encouraged consumers to stretch their imagination and experiment. Of course, more cans meant more ways to play. That meant that our Mirinda cans were best bought in multiples and shared with friends—prompting social spontaneity and chances to share a little more laughter.