Smiley face, thumbs up: MillerCoors taps the power of emojis

This event report outlines how MillerCoors, the brewing group, successfully used branded emojis as a marketing medium for its Miller Lite and Coors Light beers.

Smiley face, thumbs up: MillerCoors taps the power of emojis

Stephen WhitesideWarc

Emojis have rapidly become a mobile-messaging phenomenon.

These pictographic images – ranging from smiley faces and thumbs up symbols to baseballs and slices of pizza – are now sprinkled liberally throughout messages sent by consumers (and especially millennials) using popular mobile applications including WhatsApp, Kik, and Tango.

MillerCoors, the brewing group, is toasting the emergence of these fun, frivolous emoticons as a potential new marketing medium, with the successful launch of two official "sticker" packs – for Miller Lite and Coors Light respectively – which brand loyalists...

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