PepsiCo has launched ‘Smile Please’ a global brand repositioning for Mirinda with Pakistan activated simultaneously alongside India, China, and Uganda as a priority first-wave market. In Pakistan, the platform has been localized as ‘Karo Smile Mirinda Style’, a deliberate adaptation that preserves the global message while speaking directly to a local Gen Z audience.
Global Platform, Local Execution
The global ‘Smile Please’ platform is built around the insight that modern life is increasingly stressful, and that smiling as a simple, spontaneous act has the power to shift mood and spread positivity. The refreshed visual identity, developed in-house by PepsiCo’s Design and Innovation team, supports this with bold typography, oversized fruit forms, and semi-circle design motifs that reference the arc of a smile.
For Pakistan, the local activation centres on an original campaign anthem performed by Asim Azhar and Annural Khalid – a pairing that carries strong cross-demographic appeal with Dananeer Mobeen brought in to anchor the campaign’s Gen Z positioning and digital reach.
Leadership Perspective
Furqan Ahmed Syed, Chief Commercial Officer, PepsiCo International Beverages & General Manager, Beverages, PepsiCo Pakistan, commented: “Mirinda has always celebrated bold, original self-expression and now we’re turning that into a global movement. With our new visual identity and the ‘Karo Smile Mirinda Style’ platform, we’re here to spark those moments and inspire a new generation to pause, refresh and choose to smile more.”
Digital Activation: Smile Chain
The campaign is supported by ‘Smile Chain’, an influencer-led digital mechanic designed to generate chain-reaction engagement across social platforms. The format is built for shareability and aligns with the platform’s core message of spreading positivity person to person.
Vietnam and markets across Europe are scheduled to follow in May 2026, making this a phased global rollout with Pakistan firmly positioned at the leading edge.
Notes to Editors
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About PepsiCo
PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated nearly $94 billion in net revenue in 2025, driven by a complementary beverage and convenient foods portfolio that
includes Lay’s, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. PepsiCo’s product portfolio includes a wide range of enjoyable foods and drinks, including many iconic brands that generate more than $1 billion each in estimated annual retail sales.
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