USA | Mirinda has unveiled a powerful new global platform, 'Smile Please', alongside a fresh brand visual identity.
The fun and impactful movement has been designed to brighten everyday life, spark joy and create smiles from the first glance.
Bursting with retro-modern energy and designed with Gen Z in mind, the refreshed look, developed in-house by PepsiCo Design and Innovation team, reflects an expressive, contemporary, and emotionally driven way for consumers to connect with the brand.
It has embraced bold typography and the iconic Mirinda colour palette, while vibrant, larger-than-life fruit forms crown each can and label. Built from semi-circles, the shapes echo the uplift of a smile and establish an unmistakable visual language across variants.
Drawing from the brand’s heritage, the logo has been reimagined with fresh, youthful energy. Saturated tones and high-contrast compositions highlight each flavour while staying true to Mirinda’s bold personality and optimistic spirit.
“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," said Eugene Willemsen, Chief Executive Officer, International Beverages at PepsiCo.
"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 'Smile Please' platform, Mirinda has launched 'Smile Chain', an influencer-led digital activity designed to spark a chain reaction of positivity.
The 'Smile Please' platform will begin rolling out across Mirinda’s international markets, with activations in India, Pakistan, China, and Uganda, followed by Vietnam and markets across Europe and the Middle East.
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