Pepsi opts for independent agency Anomaly for summer Mirinda campaign

Eric Lee, partner with Anomaly Shanghai, told Campaign Asia-Pacific that the agency won the work without a pitch "but through mutual understanding of summer campaign ideas". The client liked the agency's innovative marketing approach and believed in its reputation based in part on the work of Anomaly New York.

"As a leader in the category, Mirinda will be more aggressively immersed in China's youth culture," said Runner Yang, marketing director, Flavors of Pepsico China. "Anomaly is the kind of new generation marketing partner we want to work with to create this movement. We want to bring the fun and vitality, which is our brand DNA, to the youth generation."

The first work for the sparkling-beverage campaign will launch in Q2. Anomaly will lead strategic planning, as well as produce creative assets and manage production. Lee could not disclose creative details but promised there will be special creative executions specifically for Mainland China only and that the campaign will not be limited to a TVC.

Mirinda is one of China's top-selling flavoured carbonated soft drinks, targeting youth and college students, Yang said, adding that it enjoys strong sales throughout China. It competes with Coca-Cola's Fanta.

"PepsiCo is known to be innovative in their marketing approach, and the team shares the same belief of Anomaly," Lee said. "We are excited to be their idea partner and create something outrageously engaging and holistic."

Anomaly launched its Shanghai office last July. It is the creative AOR for Budweiser and Converse.

Pepsi has a global alignment with OMG’s agencies, and as reported last October, DDB China has won a major global event in 2014 for Pepsi China.