Campaign Media Types

The #sayitwithpepsi #pepsimoji campaign uses a variety of media channels to communicate their message. The advertisements across the media channels are all interconnected with the emoji app. “Pepsi will support the program with digital and traditional advertising, a spokeswoman confirmed” (Schultz and Wohl, 2016). The campaign has a strong social media presence, which targets young consumers as well as anyone else who uses social media. This includes the use of hash tagging on Facebook and Twitter as well as short and story type YouTube advertisements. An example of one of the YouTube advertisements is ‘Pepsi Emojis here now’ https://www.youtube.com/watch?v=sgO-68zdcz4 which shows different scenarios where the pepsimojis could be useful to describe moments in their lives.

Pepsi also use some of the same advertisements for television and movie cienams. The ‘Backpackers’ advertisement https://www.youtube.com/watch?v=rCT0NaRPTo0 is an example of an advertisement in cinemas and on YouTube that has been placed to show that the app can even break down cultural barriers if you #sayitwithpepsi. The emojis also make it easier to be understood by people across the world. The selection of these media channels is a successful way of targeting the next generation of Pepsi consumers by keeping the product relevant in the modern marketplace.

The use of traditional media outlets is a way of still incorporating consumers with a low or non-existent social media presence. The media channels designated are effective due to the mass market they are able to reach and being able to successfully communicate their desired message. This campaign will be a beneficial indicator of whether or not a focus on social media will be an effective tool to achieve an integrated marketing communication campaign. The use of the emojis on the packaging provides a strong link between the advertisements and the use of social media that consumers will be able be involved in.

(Source: Pepsi, 2016)

Bibliography:

Pepsi, (2016). Say It With Pepsi. [image] Available at: http://creativity-online.com/work/pepsi-pepsimoji-key-visuals/46795 [Accessed 25 Jun. 2016].

Schultz, E. and Wohl, J. (2016). Pepsi Preps Global Emoji Can and Bottle Campaign. [online] Adage.com. Available at: http://adage.com/article/cmo-strategy/pepsi-preps-global-emoji-bottle-campaign/302748/ [Accessed 23 Jun. 2016].

   

#sayitwithpepsi #pepsimoji Campaign Introduction

Pepsi have an integrated marketing communication campaign that is currently being promoted, called #sayitwithpepsi #pepsimoji. The campaign focuses on the social trend of using emoticons on social media and texting as a way of being able to share the positive experiences of Pepsi. The app that Pepsi has developed adds another dimension to the Pepsi experience by providing uniquely designed emojis, which no other competitor is offering. Some of the emojis are then on the limited edition packaging of the product to entice consumers to be involved with the #pepsimoji “The soda brand is planning to market specially designed emoji cans and bottles in more than 100 global markets this year, including the U.S, drastically expanding a program that began last year in Russia, Canada and Thailand” (Schultz and Wohl, 2016).

The campaign has a focus on receiving more attention during the summer months in each of these countries. PepsiCo CEO Indra Nooyi confirms this stating that consumers will be able to “say it with a Pepsi all through the summer of 2016”. The campaign will include Pepsi as well as line extensions Pepsi Max and Pepsi light. The campaign will use a variety of communication channels to convey the #sayitwithpepsi message. Pepsi has strong brand equity and the campaign looks to extend on that, whilst being able to stay relevant to younger consumers. The campaign is in direct competition to the “Share a Coke and a Song” campaign, because both have similar messages of sharing the experience of their products with friends. The increase or possible decrease in market share in the countries where the campaign is active will be a way of measuring the success of the campaign. 

(Source: Pepsi, 2016)

Bibliography

Pepsi, (2016). Pepsi Preps Global Emoji Can and Bottle Campaign. [image] Available at: http://adage.com/article/cmo-strategy/pepsi-preps-global-emoji-bottle-campaign/302748/ [Accessed 23 Jun. 2016].

Schultz, E. and Wohl, J. (2016). Pepsi Preps Global Emoji Can and Bottle Campaign. [online] Adage.com. Available at: http://adage.com/article/cmo-strategy/pepsi-preps-global-emoji-bottle-campaign/302748/ [Accessed 23 Jun. 2016].