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New Pepsi Package-Based Campaign Features Emojis

February 19, 2016: 12:00 AM EST
Pepsi is about to expand its emoji cans and bottles campaign, which began in Russia, Canada, and Thailand in 2015, to more than a hundred markets this year, including the U.S. There will be 70 global and locally designed “PepsiMojis” printed on cans, bottles, and cups, according to the company. CEO Indra Nooyi told analysts at a recent conference that the emojis – sort of an image-based language – will allow people to “say it with a Pepsi.” The company is supporting the program with digital and traditional advertising, and plans to extend the emojis beyond packaging. It has partnered with a fashion designer to create PepsiMoji-inspired sunglasses.
E.J. Schultz et al., "Pepsi Preps Global Emoji Can and Bottle Campaign", Advertising Age, February 19, 2016, © Crain Communications
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