Delhi: Mirinda has launched its new global brand platform, ‘Smile Please’, alongside a refreshed visual identity aimed at inspiring joy, positivity, and spontaneous moments of happiness among consumers worldwide.
The new platform marks a strategic evolution for the brand, reinforcing its positioning around bold flavour, self-expression, and optimism. Designed to resonate with younger audiences, particularly Gen Z, the refreshed identity introduces vibrant, smile-inspired visuals and a retro-modern aesthetic developed in-house by PepsiCo’s Design and Innovation team.
At the core of the rebranding is a visual language built around semi-circular shapes symbolising smiles, complemented by bold typography, saturated colours, and larger-than-life fruit imagery across packaging. The updated logo retains Mirinda’s heritage while infusing it with a more contemporary and expressive appeal.
The ‘Smile Please’ platform is rooted in the insight that in an increasingly fast-paced and stressful world, consumers are seeking small, uplifting moments in everyday life. Mirinda aims to tap into this sentiment by encouraging people to pause and embrace joy through simple, shared experiences.
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.”
Nitin Bhandari, VP & 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.”
As part of the rollout, Mirinda is also introducing ‘Smile Chain’, an influencer-led digital activation designed to create a ripple effect of positivity across social platforms. The initiative encourages users to participate and share moments of joy, amplifying the campaign’s core message.
The ‘Smile Please’ platform will be rolled out across Mirinda’s international markets, including India, marking a new phase in the brand’s global journey focused on emotional connection, cultural relevance, and everyday happiness.
