Pepsi brings emoji fever to beverage aisle
PURCHASE, N.Y. -- Pepsi has kicked off an unprecedented global campaign that speaks to consumers in today's most popular language: Emoji.
The brand's PepsiMoji campaign invites fans across the U.S. to #SayItWithPepsi this summer. Emoji-clad bottles and cans are already hitting stores, where over 1 billion bottles and cans around the world will feature the emojis.
"Pepsi is bringing a completely fun, fresh and shareable way for fans to express their emotions, as the brand brings emojis into the world like never before," said Chad Stubbs, VP of marketing, Pepsi. "From unique five-second TV ads to an interactive Times Square Billboard to nearly half a billion PepsiMoji bottles across Pepsi, Diet Pepsi and Pepsi MAX hitting retail shelves, everyone will want to #SayItWithPepsi this summer."
To support the new campaign, Pepsi is releasing an innovative and first-of-its-kind series of over 100 five-second TV ads on May 16 that showcase the wide variety and witty PepsiMoji characters. The breadth of the campaign and creative allows for highly contextual relevance during programming.
Continuing throughout summer 2016, PepsiMoji designs will be popping up in a variety of ways:
A PepsiMoji catalogue is available for consumers to download for free on the Apple App and Google Play stores.
A partnership with STORY, New York City's retail concept store, will help bring to life the "Have Fun" installation to the store this spring. The installation is about experiencing emojis through different mediums and exploring self-expression and communication with Pepsi. The concept store will also feature custom PepsiMoji merchandise, a collaboration between PepsiCo Design and The Joester Loria Group. The collection features apparel, tabletop essentials, tumblers and more. The space will also serve as a venue for various events through the end of May.
An interactive billboard in Times Square in New York City that consumers can be a part of, starting June 6 and running for two weeks.
An activation at MLB All-Star Week, July 8-12 in San Diego, where Pepsi will create engaging fan experiences that celebrate #SayItWithPepsi throughout the event.
A custom #SayItWithPepsi Snapchat integration to celebrate World Emoji Day on July 17.
Later in the summer, an additional wave of PepsiMoji designs will be released online and on bottles.