Mirinda has unveiled its new global platform ‘Smile Please’ alongside a refreshed brand visual identity. The initiative has aimed to strengthen the brand’s positioning around optimism and everyday moments of joy.
The platform has been introduced to encourage a more positive outlook among consumers, focusing on small, spontaneous moments of happiness. The brand has positioned the campaign around the idea that simple expressions like a smile can influence mood and social interactions.
The updated visual identity has been developed in-house by PepsiCo’s Design and Innovation team. It has featured bold typography, high-contrast colour schemes, and enlarged fruit visuals across packaging formats. The design system has incorporated semi-circular elements intended to reflect the shape of a smile, creating a consistent visual language across variants.
The refreshed logo has drawn from the brand’s legacy while introducing a more contemporary and youth-oriented design. The new look has been tailored to appeal to younger audiences, particularly Gen Z, while maintaining the brand’s established identity.
As part of the platform rollout, the brand has introduced ‘Smile Chain’, an influencer-led digital activation designed to drive engagement and participation across social platforms.
The ‘Smile Please’ platform has begun rolling out across international markets.
Eugene Willemsen, Chief Executive Officer, International Beverages at PepsiCo, said, “Mirinda has always stood for original self-expression, and we are now bringing that spirit to life through a global movement that feels fresh, playful and relevant. In a world of busy days and constant noise, sometimes a simple reason to smile can go a long way. Through our new visual identity and Smile Please platform, we are inviting you to pause, refresh and choose a moment of joy.”
Nitin Bhandari, VP and General Manager – Beverages, PepsiCo India South Asia, said, “Mirinda’s refreshed identity and the launch of ‘Smile Please’ reflect how we continue to evolve our brands to stay culturally relevant while deepening consumer connection. At PepsiCo, our focus is on building beverage brands that resonate with changing consumer mindsets, occasions and expectations. Mirinda has always stood for bold flavour and optimism, and this new global platform reinforces its role as a vibrant, contemporary brand that brings joy to consumers across markets.”
