Mirinda expands consumer engagement in Uganda with new smile delivery service
Mirinda has partnered with Glovo to launch a Smile Delivery Service in Uganda, allowing consumers to send personalized surprise packages to friends and loved ones as part of its “Sip a Mirinda, Spread the Smile” campaign.
The activation, which debuted in Kampala, was designed to facilitate 2,000 surprise deliveries over four weeks. Consumers could nominate someone they wanted to surprise, add a personal message and have Glovo deliver a package containing a Mirinda drink and an unexpected gift to the recipient.
The initiative moves the brand’s “Spread the Smile” platform beyond traditional advertising by giving consumers a direct way to act on its message of kindness and positivity.
“Send A Smile brought the Mirinda promise to life in a deeply human way. We set out to make Mirinda more than a drink, but a simple trigger for moments of joy, and seeing people nominate friends, share messages and create smiles showed us the power of that idea. For us, the most rewarding part has been seeing a strategy move from a campaign idea into something people could genuinely experience and pass on,” said Pearl Kitimbo, Brand Manager Mirinda Uganda.
The campaign comes as consumers across African markets contend with pressures including higher living costs and rising fuel prices, while also facing a steady flow of negative news across traditional and social media.
According to Marius Vorster, Marketing Director Foods & Beverages SSA at PepsiCo, the campaign was developed around the opportunity to encourage consumers to create moments of connection rather than simply communicate a message about positivity.
“People are living through a time where there is no shortage of things competing for their attention, and often, much of what they see each day can seem or feel overwhelmingly negative. At Mirinda, we saw an opportunity to create something different. The idea behind Sip a Mirinda, Spread the Smile was not simply to communicate a message about positivity, but to make positivity something people could actively participate in and share with others.”
Vorster said the initiative was also based on the idea that small gestures can have an impact on people’s daily experiences.
“When we looked at the role Mirinda can play in people’s lives, we kept coming back to a simple truth: small gestures matter. A message from a friend, a thoughtful surprise or an unexpected act of kindness can completely change the trajectory of someone’s day. We wanted to create a platform that celebrates those moments and makes them easier for people to create for one another.” Said Vorster.
He added that the initiative demonstrates how brands can turn campaign concepts into consumer experiences.
“Innovation isn’t only about technology or new media channels. Sometimes innovation is about finding a new way to bring a brand idea to life. The Smile Delivery Service was designed to take something intangible, a smile, a good feeling, a moment of connection, and make it tangible. That is what makes this platform so exciting.”
The Kampala activation is the first implementation of the Smile Delivery Service, with Mirinda indicating that the broader platform could be introduced in other African markets in the future.
“Africa is home to some of the world’s most vibrant, optimistic and resilient communities. While every market has its own culture and context, the desire to connect with others is universal. We see this as the beginning of a much bigger journey for the Sip a Mirinda, Spread the Smile platform, and we are excited about the opportunities to bring the idea to life in new and locally relevant ways across selected African markets in the future.”
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