Project Overview
The PepsiMoji campaign allows consumers to express themselves through more than 800 proprietary Pepsi emoji designs for a fun, unique and memorable Pepsi drinking experience. Now, no matter what they are trying to say, consumers around the world can “say it with Pepsi.”
Project Commissioner
Project Creator
Project Brief
Emoji are more than just images on phones, they are a universal language—a way people express themselves without writing a single word. Emoji represent a spontaneous and creative way of communicating that coincides with Pepsi’s “Live for Now” brand spirit. As an innovative and engaging way to increase single serve sales, PepsiCo offers its own provocative and fresh take on a cultural phenomenon with the creation of PepsiMoji. Now there is a new medium for Pepsi drinkers across the globe—both the young and young at heart—to express themselves with their favorite beverage.
Unleashing more than 800 proprietary designs in the spring of 2016—from over one billion bottles and cans to sunglasses and stadiums—in more than 100 markets, the global PepsiMoji campaign is both visually striking and socially shareable. Pepsi emoji are brought to life through a variety of elements including collaborations with renowned designers, photographers and a suite of global television and digital creative, as well as localized experiential content.
Project Innovation/Need
As an innovative and engaging way to increase single serve sales, PepsiCo offers its own provocative and fresh take on a cultural phenomenon with the creation of PepsiMoji. Now there is a new medium for Pepsi drinkers across the globe—both the young and young at heart—to express themselves with their favorite beverage.
From a technical perspective product, innovative printing methods were required to print labels for the PepsiMoji campaign. This printing process required new digital printing capabilities in order to offer a full library of Pepsi emoji in the marketplace.
Beyond CSDs, the immersive campaign also includes partnerships with world-renowned designers, photographers and localized experiential content. PepsiCo collaborated with Major League Baseball, UEFA Champions League, Times Square, Milan Design Week and more to bring the PepsiMoji campaign to life with memorable experiences.
Design Challenge
To create PepsiMoji, PepsiCo took emoji out of the digital realm and grounded them in the physical world. By replacing the Pepsi globe with dozens of cheerful and culturally relevant faces on single serve bottles and cans, this creates a transformative brand moment. These Pepsi emoji are designed to have the same shape, size and line weight as the Pepsi globe. The characters are designed to resonate strongly with consumers, based on popular emoji motifs that are both globally relevant and locally significant such as food, sports, travel and music.
Effectiveness
The PepsiMoji campaign has been met with excitement across the globe. Earned media impressions around the world total nearly 3.7 billion. After three months of planning and partnership with Twitter, Pepsi was the lead partner for the launch of a key innovation: stickers. It was a global deal with 10 lead markets that created almost 500 million in total earned media impressions and significant advertising value.
As part of the PepsiMoji campaign, PepsiCo hosted “Love: From Cave to Keyboard,” a pop-up interactive exhibit in New York City, which showcased the history of non-verbal communication. Nearly 2,500 people toured the exhibit over a period of three days, taking photos and creating their own Pepsi emoji to share on social networks.
Graphic Design - Identity and Branding
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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