Mirinda Unveils Global 'Smile Please' Platform with Redesigned Brand Identity

Mirinda has introduced a sweeping new global initiative dubbed 'Smile Please', accompanied by a reimagined brand visual identity intended to inject optimism into daily routines and foster moments of happiness.

The campaign addresses a widespread concern: modern life's hectic pace often leaves people overlooking the simple pleasures that surround them. A smile, the brand suggests, possesses remarkable power—capable of instantly shifting one's mood while encouraging others to do the same. Mirinda positions itself as the vehicle through which consumers can embrace this brighter perspective, leveraging its distinctive tangy and refreshing taste.

The redesigned aesthetic carries a distinctly retro-modern character, crafted with younger audiences at its core. PepsiCo's in-house Design and Innovation team developed the refreshed look to facilitate a more expressive and emotionally resonant relationship between consumers and the brand. The visual system incorporates striking typography and Mirinda's signature colour spectrum, while oversized fruit silhouettes adorn each can and packaging. These forms, constructed from semi-circular elements, mirror the upward curve of a smile, creating a coherent visual language across the product range.

The reimagined logo channels contemporary vibrancy while maintaining its youthful character. Rich colour saturation and pronounced contrast emphasize individual flavour variants, preserving Mirinda's characteristic boldness and hopeful disposition.

Eugene Willemsen, Chief Executive Officer of International Beverages at PepsiCo, stated: "Mirinda has continuously championed genuine self-expression, and this moment allows us to translate that commitment into a global movement that feels current, engaging and pertinent. When days grow hectic and distractions multiply, even a modest opportunity for joy carries significance. Our refreshed visual language and 'Smile Please' initiative encourage people to pause, revitalize themselves and seize a joyful moment."

Nitin Bhandari, Vice President and General Manager of Beverages for PepsiCo India and South Asia, remarked: "The brand's updated appearance and 'Smile Please' rollout demonstrate our commitment to keeping our portfolio brands culturally aligned while strengthening ties with our audiences. PepsiCo prioritizes developing beverage brands that speak to evolving consumer preferences, usage occasions and demands. Mirinda's enduring association with bold flavour and positive outlook remains central to this new global initiative, reinforcing its standing as a dynamic, modern brand capable of delivering happiness across different regions."

The platform incorporates 'Smile Chain', an influencer-centred digital initiative engineered to trigger waves of positive engagement. Consumers are invited to participate as this effort expands.

The rollout of 'Smile Please' commences across Mirinda's global markets beginning today.