Pepsi will embark on a global marketing campaign this summer that will see a range of custom emojis printed on pack in place of the brand’s logo.
The emojis were developed by Pepsi’s design team and allow it to incorporate a more contemporary form of expression into its bottles and cans. The PepsiMoji designs incorporate the essence of Pepsi, the company said – including the brand’s globe shape and red, white and blue colours. They will be applied as part of a wider campaign, labelled Say It With Pepsi, which will be rolled out in 100 of the company’s marketplaces around the world.
It follows a trial of the campaign in Canada, where consumers have been connecting through mobile, sharing with social and expressing themselves through this new “universal” language since last year. Pakistan, Russia and Thailand have also had an advance look at the new initiative.
Individual markets will have the opportunity to create more relevant on-pack emojis for their own consumers to sit alongside the universal emoji set, which PepsiCo would empower them to enhance appeal among local consumers.
Pepsi in Thailand has already created a set of symbols that include an emoji holding the country’s flag and practising martial arts – as well as ones that depict steaming pots of rice, tuk tuks and wats, which are traditional Buddhist temples found in Thailand and other southeast Asian countries.
And, as if to further promote the power of emojis as a form of language, Pepsi produced a video showing a man proposing to his girlfriend using only symbols.
“The PepsiCo design and innovation centre created hundreds of proprietary PepsiMoji designs – depicting both globally relevant and locally significant imagery – for a universal language system for the brand,” PepsiCo explained.
The limited-edition bottle designs are being released ahead of World Emoji Day, which is being held on 17 July. The campaign will be rolled out across all variants of Pepsi, including Pepsi, Pepsi Max and Pepsi Diet or Light.
The Say It With Pepsi campaign will also consist of television advertisements and both digital and social content, including a PepsiMoji keyboard that can be downloaded as an app on many smartphones and used to communicate with family and friends.
Other efforts in 2016 will include a fashion collaboration with Jeremy Scott and a partnership with European football association Uefa.
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