Bangkok--12 Feb--Aziam Burson-Marsteller Mirinda welcomes the summer with the launch of its innovative new flavor, “Mirinda Melon Sherbet”. This great tasting new beverage has an intense aroma and neon pink color that will appeal to teens across Thailand. In a radical move reflecting Thai teen’s passion for a digital lifestyle, the Mirinda Melon Sherbet launch campaign will use the “Virtual Me”, animated icon as a ‘virtual presenter’. Coinciding with the new product launch will be the “Mirinda Fizzy Photo Contest” campaign, using the Mirinda Spark Your Imagination brand platform, encouraging teens to share their fun photos to win mobile phones. Mr. Charlie Jitcharoongphorn, Marketing Director for Pepsi-Cola (Thai) Trading Co., Ltd., said, “Mirinda has always brought out fun and exciting new flavors to celebrate the summer season, and this fact has been recognized and appreciated by local teens. This year we are launching Mirinda Melon Sherbet, which has the intense aroma of melons, a fizzy sweet taste and a neon pink color. According to our consumer research, 87% of the teens who’ve tried Mirinda Melon Sherbet like its taste and will buy the product to share with their friends.” Reflecting the ever increasing popularity of digital media among Thai teens, the presenter for Mirinda Melon Sherbet will be the “Virtual Me” animated icon, which has been successfully employed in countries around the world to communicate the Mirinda Spark Your Imagination brand platform. This icon will be featured in a new TV commercial as well as in integrated digital media channels to closely connect with today’s consumer lifestyle. Supporting marketing activities include an extensive sampling program at hot teen hang-outs offering one million samples and giving teens the real Mirinda Melon Sherbet experience including the intense aroma and great fizzy taste. “We are also launching the ‘Mirinda Fizzy Photo Contest’ campaign to engage teens in a fun competition to find their coolest photos. Teens can send an MMS with a photo of themselves at the Mirinda benches in Siam Square opposite the old Center Point for a chance to win a Sony Ericsson Cyber Shot K770i worth 9,900 baht, from 15 February — 15 March 2008. Ten mobile phones will be offered for the 10 best photos,” said Charlie. Mirinda Melon Sherbet is available nationwide in five sizes including 325 ml. cans, 10 ounce and 15 ounce returnable bottles, 1.25 liter PET bottles and exclusively at 7-Eleven stores in special 500ml. PET bottles. For more information, please contact: Kanokwan Tungwancharoen Satida Sritunyatorn or Wittawat Eakusdron Serm Suk plc Aziam Burson-Marsteller Tel. 0 2693 2255 ext. 522 Tel. 0 2252 9871 or 08 3788 5115 [email protected] [email protected]