Earlier this year, PepsiCo launched a new campaign called Say It with Pepsi into over 100 markets around the world. The campaign included a fun packaging release featuring emojis, or “PepsiMojis”, on packaging across the brand’s portfolio of beverages. Over 600 proprietary designs were unleashed in multiple mediums – from over 1 billion bottles and cans to sunglasses and stadium appearances.
The PepsiCo Design & Innovation Center created the PepsiMoji designs to be used both globally and tailored for local markets. The PepsiMojis first appeared last summer in Canada, which did a summer and holiday program around them. They have also rolled out to other markets including Russia, Thailand and Pakistan, with more to come soon. They emojis reached the U.S. last month. All of the designs use Pepsi’s circle globe shape and the colors of blue, red and white, creating a universal language system proprietary to the brand.
A few select celebrities, like Cindy Crawford, were also chosen to have their own PepsiMoji. Crawford recreated her iconic 1992 Pepsi commercial debuting her own PepsiMoji on the bottle. The commercial aired in June and Cindy was excited to work with Pepsi again as she tweeted “So honored to have my Diet @Pepsi commercial recreated with Pepsi Emojis, or should I say Pepsi eMOLEjis! #SayItWithPepsi.”
The campaign extends beyond packaging. Other efforts in 2016 will include a fashion collaboration with Jeremy Scott with a global football program and PepsiCo partnership with UEFA.
Pepsi’s other experiments with emojis in 2015 included launching the global Pepsi Challenge campaign with emoji art; celebrating World Emoji Day with a digital short film (see above); and launching a PepsiMoji Keyboard.
The PepsiMoji Keyboard is free to download for anyone and sparks conversations with specific regional emojis, GIFs, videos, and a built in photo booth. The keyboard works seamlessly with other messaging apps like iMessage, WhatsApp, and Facebook.
Pepsi is bringing the “language of now” to the entire world and helping us all communicate in a universal emoji language based on the Pepsi product we all know and love. Download the app now to try it for yourself and make sure to stay updated with their partnerships coming up later this year.
