Brief
Mirinda launches Smile Delivery Service in Kampala
The soft‑drink brand turns its positivity campaign into a real‑world delivery service, sending surprise gifts to friends and family in Uganda.
By Felo News Desk · Published
Mirinda has turned its global “Sip a Mirinda, Spread the Smile” campaign into a tangible experience in Kampala, Uganda, by partnering with the food‑delivery platform Glovo to launch what it calls the world’s first Smile Delivery Service. The initiative began on 28 September 2026 and targets 2,000 surprise deliveries over a four‑week period.
Consumers can nominate someone they care about, personalise a message and choose an unexpected gift to accompany a Mirinda bottle. Glovo then delivers the package directly to the recipient’s door, turning a brand promise into a physical act of kindness.
“Send A Smile brought the Mirinda promise to life in a deeply human way,” said Pearl Kitimbo, brand manager for Mirinda Uganda. “Seeing people nominate friends, share messages and create smiles showed us the power of that idea.”
Marius Vorster, marketing director for Foods & Beverages SSA at PepsiCo, said the activation reflects a shift in consumer expectations. “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,” he said. “At Mirinda, we saw an opportunity to create something different.”
The Smile Delivery Service is part of Mirinda’s broader global platform, which encourages small acts of kindness to generate positive moments. The Ugandan launch is the first step in expanding the concept to other markets.
Key facts
- Mirinda partnered with Glovo to launch a Smile Delivery Service in Kampala (bizcommunity.com)
- The service aims to deliver 2,000 surprise packages over four weeks (bizcommunity.com)
- Consumers can nominate a recipient, personalise a message and choose a gift (bizcommunity.com)
- Pearl Kitimbo is the brand manager for Mirinda Uganda (bizcommunity.com)
- Marius Vorster is the marketing director for Foods & Beverages SSA at PepsiCo (bizcommunity.com)
Background
The initiative follows a trend of brands using delivery platforms to create experiential marketing campaigns that go beyond traditional advertising. Earlier this month, Felo News reported on Evri’s trial of two‑legged delivery robots in Barnsley, highlighting the growing role of technology in last‑mile delivery services.
Why it matters
The campaign demonstrates how brands can leverage delivery technology to create personalised, positive consumer experiences, potentially reshaping marketing strategies in emerging markets.
What happens next
Mirinda plans to assess the campaign’s impact in Kampala before considering roll‑out to other African markets.
Sources
- [1] bizcommunity.com — originally reported as “PepsiCo’s Mirinda brings 'Smile Delivery Service' to Uganda”
