The Brief
Announcing two new flavours is easy to make forgettable — a quick “now available” and it's gone. For its MIXIT launch, Mirinda wanted a campaign that would drive active participation rather than passive flavour awareness, turning a product announcement into something people actually engaged with.
The Approach
SushiVid turned flavour choice into a friendly rivalry: 12 influencers rallied their followers into a #TeamGrape versus #TeamMelon vote. Framing the two new flavours as opposing camps gave people a side to pick and a reason to weigh in — a fun, tribal talking point rather than a one‑way promotion.
The Execution
Each creator championed a flavour and invited their audience to declare a team, converting passive viewers into vocal participants. The versus mechanic naturally spread through comments and shares — people don't just watch a rivalry, they join it — giving both flavours a lively, interactive introduction. The low barrier helped it spread: declaring a team costs only a comment, so participation snowballed as followers pulled friends onto their side, and every vote doubled as a small, public endorsement of the new flavour.
The Results
The #MIXIT vote‑driven format reached 290,000 people and generated 42,056 views, giving both new flavours a genuinely interactive introduction rather than a passive one.
The Takeaway
Give people a side and they'll show up. Turning a flavour launch into a #TeamGrape‑vs‑#TeamMelon vote converted awareness into participation, because tribalism is inherently shareable. The lesson: when you want engagement, don't ask people to look — ask them to choose.