Says Vibha Paul Rishi, executive director, marketing, Pepsi: ``A market research, conducted by IMRB, revealed that the target consumers find Mirinda's new look appetising.'' The India-specific survey was commissioned to complement Mirinda's global findings by its agency Silverstein.

The new-look bottle will be rolled out across the country gradually over the next three years - considering that the average life of a bottle is 4 to 5 years. Offered in orange and lemon flavours, Mirinda accounts for around 13-15 per cent of Pepsi sales.

To make the promo attractive to teenagers and pre-teens, Pepsi has tied up with Nintendo to reward the winners of MirindaGaming. Over 150 video Gameboys (costing around Rs 7,500-Rs 8,000), mini Gameboys and complementary 300-ml bottles of Mirinda are being offered to winners -if they have the prize printed under the crown of 300 ml bottles and 1.5 litre pet packs in lemon and orange flavours. According to Rishi: ``There is a nice fit between the personality and the feel of video gaming and brand Mirinda.

It is trendy, you can spend time with it and it is for the bright and witty.'' In addition to running several spots in multi-channels, Pepsi has also intensified its on-ground initiatives. To generate brand excitement, Pepsi is also creating Gaming Zones in association with lifestyle and sporting establishments and youth hangouts like bowling alleys, pools, video parlours and cinema houses. Also, working with various event management companies in different cities, mini buses painted in Mirinda's orange and lemon colours and highlighting the `splash' logo will wind through areas with higher youth concentration.

The GamingZones will operate on weekends while the van will run for four days-a-week per location. Says a Pepsi spokesperson: ``There is conventional skew towards cola flavours. However, we expect flavoured brands to grow the soft drinks market.'' Pepsi's promo for Mirinda comes close after the launch of Coca-Cola's promo for non-cola flavoured brands, which rewards lucky consumers with money with the specific amount printed under the crowns. The Coca-Cola promo, which will continue till April 15, 2000, has cash prizes from 50 paise to Rs 1 lakh on the purchase of Limca 300 ml, Fanta 300 ml, Sprite 300 ml and Maaza 250 ml.