After teasing the campaign last week, Pepsi today officially launches its #SayItWithPepsi 2016 PepsiMoji global campaign, which will bring more than 100 five-second ads that will roll out all online and on TV in the US, along with global creative and various local executions around the world.
Emoji-clad bottles and cans are already hitting stores, where over one billion bottles and cans around the world will feature the emojis. The program debuted last year in a handful of markets including Canada.
An emoji keyboard for mobile phones (updated from last year’s #pepsiMoji keyboard) will encourage people to share their favorite emojis with the hashtag #sayitwithpepsi, while designer collaborations and other elements that were unveiled at PepsiCo’s 2016 Milan Design Week activation are wooing fans to “Say it with Pepsi.”
As for how it’s being localized, in India, for example, The Economic Times notes that “Pepsi has developed 38 PepsiMoji (emoji) signs, including eight designs reflecting traditionally turban man to quintessential lunch dabba and popular snacks like dosas and samosas, to musical instrument Tabla and celebrities like Virat Kohli and Ranbir Kapoor.”
“Emojis have always been expressions of moods and emotions, now Pepsi can be used to express what you are feeling! This campaign is sure to excite our consumers this summer, and make them reach out to grab their Pepsi,” said Vipul Prakash, PepsiCo India vice president, beverage category.
As USA Today adds, “The campaign marks Pepsi’s latest bid to sweeten customers on soda at a time when fizzy drinks are losing air, pressured by the move toward healthier options such as water and tea. Pepsi is betting that emojis, and less disruptive advertising, are tactics that will lure consumers in. “I knew emojis had hit a new level of mass when I got one from my great aunt,” says Chad Stubbs, Pepsi’s vice president of marketing. “It appeals to everyone.”
More details in the official press release below:
Pepsi® Pops With Language of Now On Over One Billion Bottles & Cans Around the World For Global #PepsiMoji Campaign
#PEPSIMOJI – Liberated from digital keyboards, Pepsi® is taking the world’s global language – emojis – offline in a visually striking and socially sharable campaign, inviting consumers to “Say It With Pepsi™.” Unleashing more than 600 proprietary PepsiMoji designs – from over one billion bottles and cans to sunglasses and stadiums – in more than 100 markets, this year’s global #PepsiMoji campaign brings a provocative and fresh take on the cultural phenomenon of emojis.
Using the proprietary designs, depicting both globally relevant and locally significant imagery, the immersive campaign connects cola lovers around the world through a shared language that is uniquely and definably Pepsi and is brought to life in a variety of elements, including:
• a limited-edition licensing partnership with world-renowned designer Jeremy Scott
• visually-arresting out-of-home shot by famed fashion photographer Ben Watts
• story-telling social imagery captured by Instagram-celeb lensman Daniel Arnold
• a suite of global television and original digital creative, and localized experiential content
“The iconic Pepsi globe is synonymous with so much – adventure, excitement, fun – and, like emojis, represents a range of unlimited emotions without saying a word,” said Carla Hassan, SVP, Global Brand Management, Global Beverage Group, PepsiCo. “The ‘Say It With Pepsi’ campaign celebrates the universal connection and communication emojis provide, with our PepsiMoji language sparking unexpected conversations and action around the world this year – going beyond the expected emoji experience.”
Wear It With Pepsi
This summer, Pepsi will enable consumers to see the world through PepsiMoji-colored glasses with a fashion collaboration with designer Jeremy Scott. The limited edition Pepsi x Jeremy Scott Capsule Collection includes six styles of emoji-inspired sunglasses featuring proprietary PepsiMoji designs such as Kissy Face Love Smirk (right) and other sunglasses available beginning this summer.
Jeremy Scott commented: “Pepsi has always been more than just a beverage to me – it’s an icon of pop culture. And what’s more pop culture at the moment than emojis? I’m excited to play with the unique PepsiMoji designs and showcase them in a fresh medium – sunglasses.”
To fully showcase the lively and playful nature of the PepsiMoji characters, the iconic brand partnered with famed photographer Ben Watts on a series of impactful out of home elements (see below), as well as Daniel Arnold, a street photographer with one of today’s most enviable Instagram followings, to share the story of #PepsiMoji in the same non-verbal vein as emojis themselves.
For the out-of-home, Watts’ vibrant and expressive photography takes on quirky twists as his real-life images collide with the light-hearted PepsiMoji characters. Arnold’s candid street shots capture witty and playful moments paired with unexpected, but complementary, PepsiMoji illustrations for a visual, compelling story that will be shared across social platforms and channels. “I was after clean, graphic, candid photos that immediately communicated a feeling or an idea — essentially candid emojis,” said Arnold.
The PepsiMoji Origins
Communication in global television commercials and digital content will also take place through the proprietary PepsiMoji design lens to round out the PepsiMoji ecosystem. The first in a series of digital content, “Origins” introduces how PepsiMoji designs – fuelled by young love’s range of emotions – first found themselves in the world and on Pepsi packaging.
Following “Origins,” up to 50 pithy, sharable and topical pieces of content, no more than seven-seconds each, that celebrate global cultural moments and holidays like “Day of the Dead” Day of the Dead Emoji to the everyday occasions and happenings like “Hump Day” and the “Morning Alarm” ritual will be shared throughout the campaign.
Creative content “Backpackers” and “Concert Connection” premier with :30 spots for traditional television viewing and versions :90 or more to be featured on the digital screen. The creative storylines showcase how communicating through PepsiMoji icons can lead to unpredictable and memorable adventures, experiences and even love.
Following release in markets including Australia, Canada, India, Mexico, Russia and Thailand, the PepsiMoji campaign will roll out around the world across the full Pepsi portfolio – Pepsi, Pepsi MAX and Diet Pepsi/Pepsi Light – throughout 2016.
Local adaptation and amplification of the program includes more than 100 five-second ads in the United States – an innovative and first-of-its-kind media buy; mood vending machines in India that dispense Pepsi product adorned with the PepsiMoji design that most matches your current state of mind; an extensive local influencer engagement program across the Middle East; and cheeky online engagement in Argentina where consumers can create a personalized PepsiMoji design or use PepsiMoji accessories to fashion their selfies.
The PepsiCo Design & Innovation Center created more than 600 PepsiMoji designs for a universal language system for the brand, from LAUGH and THAI BOX to CRICKET and CHEERS. To experience and unleash the full range of the PepsiMoji catalogue, download the PepsiMoji Keyboard App for free on the Apple App and Google Play stores.