Worldwide campaign features unique elements in each country
May 3, 2016
Purchase, N.Y.-based PepsiCo’s Pepsi brand announced it is taking the world’s global language — emojis — offline in a visually striking and socially shareable campaign, inviting consumers to Say It With Pepsi, the company says. With more than 600 proprietary PepsiMoji designs — from over 1 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, it adds.
For the past several years, the beverage industry has faced an evolution in consumer demand. A consumer drive toward maintaining overall health and wellness has impacted several categories, particularly carbonated soft drinks (CSDs).
Today’s brand owners rely more than ever on packaging to entice consumers to purchase their products — so much so that the package itself often serves as a keystone of integrated marketing campaigns built out with print, electronic and social media components.