Mirinda #MIXIT Campaign
Submitted by SushiVid

Mirinda MIXIT Team Grape vs Team Melon Flavour Vote

Influencer Marketing

SushiVid ran a #TeamGrape versus #TeamMelon vote with 12 influencers to launch two new Mirinda flavours, and the agency reports the format reached 290K people.

42.1KViews

Case in 60 seconds

Mirinda was launching two new flavours under the MIXIT name, and a plain availability announcement is easy to forget, so the brand wanted active participation rather than passive flavour awareness from the launch.

SushiVid frames choosing a side as the trigger for participation, because a rivalry gives people a reason to weigh in and declaring a team costs only a comment, so followers pulled friends onto their side.

The launch was recast as a friendly rivalry between the two flavours, with #TeamGrape and #TeamMelon as opposing camps, so the announcement became a tribal talking point rather than a one-way promotion.

SushiVid enlisted 12 influencers, each of whom championed one flavour and invited their followers to declare #TeamGrape or #TeamMelon in the comments, so the vote spread through comments and shares while each vote worked as a public endorsement.

SushiVid reports that the #MIXIT vote-driven format reached 290,000 people and generated 42,056 views, which the agency presents as an interactive introduction for both flavours rather than a passive one.

Strategy Breakdown

Followers of the 12 participating influencers, invited to declare a team for one of Mirinda's two new flavours.
Flavour announcements are easy to make forgettable, because a quick availability message fades fast, so Mirinda needed the MIXIT launch to produce engagement rather than awareness alone.
Mirinda acts as the host of the contest rather than its subject, setting its own two flavours against each other so that either camp winning promotes the brand.
The page holds that people do not just watch a rivalry but join it, so the versus format converts viewers into participants and every public vote doubles as an endorsement.

Creative & Execution System

Partners

  • SushiVid

Participation mechanic

  • Followers declared #TeamGrape or #TeamMelon in the comments on creator content and pulled friends onto their side, with each vote acting as a small public endorsement of a flavour.

Results & Evidence

MetricValue
Views42.1K views

Why SushiVid's strategy worked

  1. 1

    A binary choice between two products turns a launch announcement into a prompt to act, because asking an audience to pick a side gives each follower a reason to respond rather than only to watch.

  2. 2

    A participation mechanic that costs a single comment travels further than one that asks for effort, because a low barrier lets followers recruit friends and turns each entry into a visible endorsement.

  3. 3

    Assigning each creator one side of the rivalry makes each of them an advocate for a single flavour rather than a general announcer of the launch, which gives their followers a camp to join.

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