For Pepsi, short is sweet when it comes to ads, which is why the brand is taking the unusual step of running five-second TV ads to support the cola's new emoji-designed bottles.
See examples of the 5-second ads above.
The brand will run more than 100 online and TV ads beginning in mid-May that are five seconds in length, a Pepsi spokeswoman confirmed. "Consumers want a shorter form of everything. This is our way of transforming media to make it more relevant to consumers," she said. The marketer is also seeking to make the ads as contextually relevant as possible. So an ad running during a baseball game will have a baseball theme, the spokeswoman said.
Agencies working on the campaign include Motive and Quietman.
Pepsi is also seeking to bring the emojis to life in a store in Manhattan. The partnership is with Story, a store in Chelsea that puts brands at the center of rotating store concepts in return for a sponsorship fee that starts at around $400,000. Pepsi's deal is part of a concept called "Have Fun" that will run from April 26 to May 22.
Pepsi first introduced emoji cans and bottles last year in Russia, Canada and Thailand. The Story partnership and five-second TV spots come as Pepsi prepares to launch the campaign in the U.S. as part of a larger global push. The global campaign involves slapping Pepsi-designed emojis on cans and bottles that the soda brand describes as "PepsiMojis." In the U.S., emojis will only be put on bottles. They will be used on Pepsi, Diet Pepsi and Pepsi Max.
At Story, features will include an interactive station that allows visitors to use the Pepsi emoji library to create patterns for t-shirts and smartphone cases. The station was created by YR Store, a London-based live design and print boutique. Other offerings at the store include cookies, fanny packs and glassware that use the PepsiMoji designs.
But Pepsi soda will not be on display, with the exception of possibly during a "happier hour" on Fridays when complementary food and drinks will be made available, said Story founder Rachel Shechtman. The soda-less merchandise is meant to "test this idea [of] can you market a brand without its marquee product there and have merchandise resonate," she said.
Read the full story about the effort and check out the Pepsi "Have Fun" store on Adage.com.