Orange-flavoured soft drink brand Mirinda has launched a new global brand platform, ‘Smile Please’, alongside a refreshed visual identity aimed at strengthening its appeal among younger consumers.
Developed by PepsiCo’s in-house design and innovation team, the updated identity features revised typography, brighter visual elements, and refreshed packaging, while retaining the brand’s signature colour palette.
The ‘Smile Please’ platform focuses on celebrating light-hearted, everyday moments and positive social interactions. The campaign is set to roll out across Mirinda’s international markets as part of a broader effort to reinforce its positioning as a fun, expressive beverage brand.
Eugene Willemsen, CEO of International Beverages at PepsiCo, said the initiative builds on Mirinda’s legacy of self-expression while adapting it to a more contemporary, fast-paced consumer environment. He noted that the platform aims to encourage consumers to pause and find small moments of joy amid daily routines.
Nitin Bhandari, VP and General Manager – Beverages for PepsiCo India & South Asia, added that the refresh reflects the company’s ongoing strategy to evolve its brands in line with shifting consumer preferences and cultural trends. He emphasised that Mirinda’s core identity of bold flavour and optimism remains central to the new positioning.
As part of the campaign rollout, the brand will introduce ‘Smile Chain’, an influencer-led digital initiative designed to drive engagement and amplify the campaign’s message across social media platforms.
The move comes as global beverage companies increasingly invest in brand storytelling and visual redesigns to stay relevant with younger, digitally native audiences.