The PepsiMoji Origins
Communication in global television commercials and digital content will also take place through the proprietary PepsiMoji design lens to round out the PepsiMoji ecosystem. The first in a series of digital content, “Origins” introduces how PepsiMoji designs – fuelled by young love’s range of emotions – first found themselves in the world and on Pepsi packaging. Following “Origins,” up to 50 pithy, sharable and topical pieces of content, no more than seven-seconds each, that celebrate global cultural moments and holidays like “Day of the Dead” to the everyday occasions and happenings like “Hump Day” and the “Morning Alarm” ritual will be shared throughout the campaign. Creative content “Backpackers” and “Concert Connection” premier with :30 spots for traditional television viewing and versions :90 or more to be featured on the digital screen. The creative storylines showcase how communicating through PepsiMoji icons can lead to unpredictable and memorable adventures, experiences and even love. Following release in markets including Australia, Canada, India, Mexico, Russia and Thailand, the PepsiMoji campaign will roll out around the world across the full Pepsi portfolio – Pepsi, Pepsi MAX and Diet Pepsi/Pepsi Light – throughout 2016. Local adaptation and amplification of the program includes more than 100 five-second ads in the United States – an innovative and first-of-its-kind media buy; mood vending machines in India that dispense Pepsi product adorned with the PepsiMoji design that most matches your current state of mind; an extensive local influencer engagement program across the Middle East; and cheeky online engagement in Argentina where consumers can create a personalized PepsiMoji design or use PepsiMoji accessories to fashion their selfies.
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#PepsiMoji Unleashed
To fully showcase the lively and playful nature of the PepsiMoji characters, the iconic brand partnered with famed photographer Ben Watts on a series of impactful out of home elements, as well as Daniel Arnold, a street photographer with one of today’s most enviable Instagram followings, to share the story of #PepsiMoji in the same non-verbal vein as emojis themselves. For the out-of-home, Watts’ vibrant and expressive photography takes on quirky twists as his real-life images collide with the light-hearted PepsiMoji characters. Arnold’s candid street shots capture witty and playful moments paired with unexpected, but complementary, PepsiMoji illustrations for a visual, compelling story that will be shared across social platforms and channels.
"I was after clean, graphic, candid photos that immediately communicated a feeling or an idea -- essentially candid emojis,” said Arnold.