HANOI, VIETNAM – Dentsu Creative Vietnam has unveiled “Unleash Your Superpower of Fun,” a landmark collaboration between Mirinda and the Superman franchise, marking the first time the iconic hero has partnered with a carbonated soft drink brand in Vietnam. Designed to embody Mirinda’s mission to “Keep Life Playful,” the campaign delivers a heady mix of pop culture, digital engagement and real-world experiences.
The launch began with a teasing visual cue: a mysterious flying red cape – a clever fusion of Superman and Mirinda iconography displayed across digital and outdoor media. The playful stunt piqued nationwide curiosity before revealing the partnership and its centrepiece: five limited edition collectible can designs.
To bring the campaign to life, Dentsu Creative Vietnam developed an interactive AI powered platform that invited fans to unlock their own superhero personas. Participants had the chance to win exclusive Superman x Mirinda merchandise, themed gift boxes and coveted tickets to the Vietnam premiere of the latest Superman film – a celebration that featured immersive activations and a premiere screening, headlined by Vietnamese rap star Captain Boy.
Nhan Huynh, Marketing Manager, Mirinda, commented, “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, 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.”
Beyond product promotion, the campaign was designed to cut through Vietnam’s highly competitive beverage market with culturally relevant storytelling that would drive emotional connection, social shareability and active consumer participation.
