Superman meets Mirinda in Dentsu Creative Vietnam’s latest campaign

Vietnam – Dentsu Creative Vietnam is bringing Superman into the soft drink scene for its latest campaign for Mirinda. As the first collaboration between the franchise and a soft drink brand, the campaign brings pop culture and the beverage industry together in a playful way.

Dentsu Creative Vietnam’s ‘Unleash Your Superpower of Fun’ is built on Mirinda’s brand purpose to ‘Keep Life Playful.’ The campaign fuses the red and orange visuals of both the brand and the franchise on digital and outdoor placements.

As part of the campaign, the agency launched an interactive AI-powered experience where fans can unlock their superhero persona. It gave participants a chance to win exclusive merchandise and even tickets to the Superman movie.

Mirinda also launched five collectible can designs alongside the campaign.

The collaboration aimed to create a culturally relevant campaign to drive brand engagement. It intends to spark consumer participation to forge emotional connections.

Nhan Huynh, marketing manager at Mirinda, said, “To bring a legend like Superman into the world of Mirinda, we needed more than just bold ideas — we needed a partner who could turn imagination into impact. Dentsu Creative Vietnam didn’t just build a campaign; they crafted a universe where flavour meets fandom, and play becomes power. ‘Unleash Your Superpower of Fun’ is our rallying cry to a new generation, made possible by a team that knows how to move at the speed of culture.”

Hieu Nguyen, chief client officer at Dentsu Creative Vietnam, commented, “At the heart of every great campaign is a spark — and with Mirinda and Superman, we found lightning in a can. This wasn’t just about launching cans; it was about launching imagination. Together, we built a universe where capes meet carbonation, and where fun becomes a superpower. ‘Unleash Your Superpower of Fun’ is our love letter to a generation that dares to dream louder, live bolder, and laugh harder — and we’re honoured to help bring that vision to life.”