Emojis: Pepsi's new weapon in the cola wars

This event report covers Pepsi's emoji-led marketing campaign, where these images will be added to product packaging and employed in various marketing contexts in more than 100 countries.

Emojis: Pepsi's new weapon in the cola wars

Stephen WhitesideWarc

Pepsi's summer marketing campaign will tempt consumers around the world to buy cans and bottles – and then spread the word on social media – by tapping into the growing thirst for emojis.

Six billion of these symbols, which range from smiley faces to tacos and pizza slices, are sent by two billion smartphone users globally every day. By embracing this phenomenon, the "#SayItWithPepsi" program will add a mix of universal imagery and nationally-tailored emoticons to packaging for Pepsi's main product variants in more than 100 countries, following successful...

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