#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].