Mirinda has launched its new global platform, ‘Smile Please’, alongside a refreshed visual identity as part of its effort to strengthen cultural relevance and consumer engagement.
The initiative is positioned around encouraging small moments of joy in everyday life, aligning with evolving consumer behaviour in increasingly fast-paced environments. The brand’s updated identity, developed by PepsiCo’s Design and Innovation team, introduces a retro-modern aesthetic aimed at Gen Z audiences.
The redesign incorporates bold typography, saturated colour palettes and fruit-inspired visual elements, with semi-circular forms intended to reflect the shape of a smile. The updated logo retains core brand elements while introducing a more contemporary and expressive look across product variants.
The ‘Smile Please’ platform will be supported by a digital-first rollout, including ‘Smile Chain’, an influencer-led activity designed to drive engagement and participation across markets.
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.”
The platform will roll out across Mirinda’s international markets, supported by digital activations and influencer-led initiatives.
