Pepsi announced that it would be debuting emoji-themed packaging for its bottles and cans in February, and now the brand is making a big push to promote the containers with the multi-platform "Say It With Pepsi" campaign. The effort consists of outdoor ads shot by fashion photographer Ben Watts, fashion tie-ins with designer Jeremy Scott, a social initiative with Instagram celebrity Daniel Arnold, story and music-driven films created out of BBDO New York and experiential content.
The effort will use the more than 600 proprietary PepsiMoji designs across 100+ markets.
For the "Wear It With Pepsi" aspect of the campaign, created out of the PepsiCo Design & Innovation Center with Mr. Scott, this summer the brand will debut the limited edition capsule collection, Pepsi x Jeremy Scott. It includes six emoji-inspired sunglass styles featuring the PepsiMoji designs.
Out of home and social imagery, created with Lloyd and Co., integrates various PepsiMoji into quirky real-life settings via the imagery of Mr. Watts and Mr. Arnold, while online videos and spots tell emotional stories around the icons.
One digital film, "Origins," created out of Moondog, delves into how PepsiMoji landed on cans and bottles through the lens of a young couple's budding romance. BBDO was also behind a pair of films for online and broadcast. "Backpackers" shows how the PepsiMoji help to fuel the direction of a group of young people's roadtrip, while "Concert Connection" tells the story of how would-be lovers get to know each other during a chaotic performance, with the help of the emoji cans.
Topical and shareable pieces of short content, no more than seven seconds each, will debut around holidays and cultural moments, including Day of the Dead and Hump Day.
The campaign also includes a PepsiMoji Keyboard app, created with SNAPs, features the 600+ emoji, conceived out of PepsiCo's Design & Innovation Center. It can be downloaded at the Apple App and Google Play stores.
"The iconic Pepsi globe is synonymous with so much -- adventure, excitement, fun -- and, like emojis, represents a range of unlimited emotions without saying a word," said SVP, Global Brand Management, Global Beverage Group, PepsiCo Carla Hassan in a statement. "The 'Say It With Pepsi' campaign celebrates the universal connection and communication emojis provide, with our PepsiMoji language sparking unexpected conversations and action around the world this year -- going beyond the expected emoji experience."