South Africa, Sept. 28 -- For Mirinda, that has meant taking its global Sip a Mirinda, Spread the Smile platform beyond advertising and into the real world with what it describes as the world's first Smile Delivery Service.

Created in partnership with Glovo, the activation allowed consumers to nominate someone they care about and send them a personalised surprise delivery featuring a Mirinda, a personal message and an unexpected gift.

The initiative launched in Kampala, Uganda, with a target of facilitating 2,000 surprise deliveries over four weeks.

A post shared by Mirinda Uganda (@mirindaug)

Rather than simply communicating a message about positivity, the activation gave consumers a practical way to participate in it - turning a bra...