New York, USA – Beverage brand Mirinda has introduced a new global platform called “Smile Please”, alongside a refreshed visual identity aimed at encouraging moments of positivity and reinforcing the brand’s playful personality.
The initiative forms part of the brand’s broader effort to refresh its global image while appealing to younger consumers. According to the company, the new platform highlights the role of small, everyday moments of happiness and positions the beverage as part of those experiences.
The updated design, developed internally by the PepsiCo Design and Innovation team, incorporates a retro-modern aesthetic intended to resonate with Gen Z audiences. The visual identity features bold typography, vibrant colors drawn from Mirinda’s established palette, and large fruit graphics that appear across cans and labels.
Design elements include semicircle shapes that echo the form of a smile, creating a consistent visual language across the brand’s different flavor variants. The logo has also been updated to present what the company describes as a more youthful interpretation while retaining its recognizable characteristics.
Eugene Willemsen, Chief Executive Officer, International Beverages at PepsiCo, commented: “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.”
As part of the platform, Mirinda is also launching “Smile Chain,” an influencer-led digital activation designed to encourage users to share and spread positive moments online.
The “Smile Please” platform is set to roll out across Mirinda’s international markets beginning this week, with activations planned in India, Pakistan, China, and Uganda, followed by Vietnam and additional markets across Europe and the Middle East.
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