A new global brand platform titled “Smile Please” has been introduced by PepsiCo for its soft drink brand Mirinda, marking a significant repositioning effort focused on positivity and emotional connection. The initiative is being positioned as a response to increasingly fast-paced and stressful lifestyles, with the campaign aiming to encourage consumers to rediscover small, joyful moments in daily life. It is being emphasised that the Mirinda Smile Please campaign seeks to reinforce the idea that a simple smile can uplift mood and influence social interactions.
The refreshed brand identity is being designed to align with younger audiences, particularly Generation Z, by incorporating expressive and contemporary visual elements. It has been stated by Eugene Willemsen, Chief Executive Officer of International Beverages at PepsiCo, that Mirinda’s legacy of self-expression is being extended through this new global movement. He confirmed that the campaign has been developed to feel relevant and playful in a world characterised by constant noise, adding that, “sometimes a simple reason to smile can go a long way.”
A redesigned visual system has been developed internally by the PepsiCo Design and Innovation team, with a focus on bold typography and the brand’s signature colour palette. It has been detailed that the packaging introduces oversized fruit graphics constructed from semi-circular shapes, symbolising the curve of a smile. These elements are being used consistently across cans and labels to establish a distinctive and recognisable visual language for the brand.
The logo has also been reinterpreted to reflect a more youthful and energetic tone, while still maintaining continuity with the brand’s heritage. It has been highlighted that saturated colours and high-contrast compositions are being utilised to differentiate flavours, ensuring strong shelf visibility and reinforcing Mirinda’s vibrant personality.
The campaign is being positioned as more than a design refresh, with a broader objective of embedding emotional engagement into brand communication. It has been indicated that through the Mirinda Smile Please campaign, consumers are being encouraged to pause during routine moments, experience refreshment, and engage with a more optimistic outlook, thereby strengthening the brand’s relevance in an evolving consumer landscape.