In an effort to get younger consumers more engaged in the Pepsi brand, the company has launched a PepsiMoji campaign to let the emojis do the talking.
The company has created a unique set of emojis, which maintain the circular shape of the Pepsi icon and borrow from the blue, red, and white colors of the brand, according to Food Navigator.
The PepsiMoji designs will be featured across the full Pepsi portfolio, including Pepsi, Pepsi Max, and Diet Pepsi. Adweek reports that hundreds of designs have been created for global use and tailored for local markets. The PepsiMojis will appear on products on shelves in the U.S. this summer.
Beyond packaging, the campaign will also feature TV spots, a downloadable PepsiMoji keyboard, a fashion collaboration with acclaimed designer Jeremy Scott, and digital and social content.
Howard Telford, senior beverages analyst at Euromonitor International, says that this kind of creativity and customization is important for a marketing point of view, especially for brands that are trying to improve engagement with younger consumers and remain relevant.