PepsiCo, in partnership with Crown Beverages Limited (CBL), today announced the debut of Mirinda Smiles – a vibrant new brand platform designed to celebrate the contagious power of joy. Uganda becomes the first market globally to debut the Mirinda Smiles campaign, setting the stage for its rollout across Sub-Saharan Africa.
Life today moves fast, and people often overlook the small moments that bring happiness. With its new “Sip a Mirinda and Spread the Smile” proposition, Mirinda encourages consumers to rediscover joy in everyday moments. With its bright colours and tangy, refreshing flavour, Mirinda inspires people to pause, enjoy life’s simple pleasures, and share their happiness with others. Mirinda Smiles celebrates this belief – that when you smile, the world smiles with you.
Uganda Leads the Way for Sub-Saharan Africa
Uganda’s dynamic youth culture, love of bold flavour, and creative energy make it the perfect market to debut Mirinda Smiles. The launch reinforces PepsiCo’s commitment to celebrating local culture while connecting with Gen Z audiences across Africa - a generation that is expressive, digital-first, and unafraid to live life in full colour.
“Uganda embodies the vibrant personality of Mirinda. Launching Mirinda Smiles here first reflects the region’s unmatched creativity, its love of bold flavour, and the optimism of a generation that knows joy is meant to be shared,” said Marius Vorster, Marketing Director, Africa Franchise, PepsiCo.
“Sip a Mirinda and Spread the Smile” – A Campaign for a New Generation
Built as a digital-first movement, “Sip a Mirinda and Spread the Smile” celebrates the real, everyday moments of happiness that bring people together. Whether it’s a shared laugh, a dance trend, or a meme that makes everyone grin, the campaign positions Mirinda as the drink that makes joy effortless and contagious.
Music plays a central role in the campaign, with Pharrell Williams’ “Happy” reimagined through the rhythms and spirit of Africa. The new track, “Sip a Mirinda and Spread the Smile,” captures the essence of everyday joy - a soundtrack that celebrates the playfulness, creativity, and optimism of young people across the continent.
Across Uganda, Crown Beverages Limited will bring Mirinda Smiles to life through “into the B’raka land concert”, the popular Mirinda Teenz Kulture platform, influencer collaborations, and live youth events designed to spread smiles across communities.
“We’re excited to launch Mirinda Smiles in Uganda – a campaign that mirrors the energy, humour, and spirit of our youth. This launch is about sparking real smiles in our communities, one sip at a time,” said Rogers Anguzu, Commercial Manager, Crown Beverages Limited.
A Global Brand in a New Era
The launch of Mirinda Smiles comes at a pivotal moment for PepsiCo, aligning with the unveiling of the company’s refreshed global visual identity. Together, these initiatives mark a new era for the brand portfolio – one defined by boldness, creativity, and connection.
With its vibrant colour palette, playful design language, and emotionally resonant storytelling, Mirinda Smiles brings this evolution to life. It celebrates the power of joy – a universal force that connects people across borders, generations, and cultures.
