Pepsi® Pops With Language of Now On Over One Billion Bottles
& Cans Around the World For Global #PepsiMoji Campaign
PURCHASE, New York,
May 3, 2016 /PRNewswire/
-- #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.
Experience the interactive Multimedia News Release here:
http://www.multivu.com/players/English/7812851-say-it-with-pepsi/
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 and,
of course, 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."
#PepsiMoji Unleashed
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, 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" 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. 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.
About PepsiCo
PepsiCo products are enjoyed by consumers one billion times a
day in more than 200 countries and territories around the world.
PepsiCo generated more than $63
billion in net revenue in 2015, driven by a complementary
food and beverage portfolio that includes Frito-Lay, Gatorade,
Pepsi-Cola, Quaker and Tropicana. PepsiCo's product portfolio
includes a wide range of enjoyable foods and beverages, including
22 brands that generate more than $1
billion each in estimated annual retail sales. At the heart
of PepsiCo is Performance with Purpose – our goal to deliver
top-tier financial performance while creating sustainable growth
and shareholder value. In practice, Performance with Purpose means
providing a wide range of foods and beverages from treats to
healthy eats; finding innovative ways to minimize our impact on the
environment and reduce our operating costs; providing a safe and
inclusive workplace for our employees globally; and respecting,
supporting and investing in the local communities where we operate.
For more information, visit www.pepsico.com.