PepsiCo is planning to bring the digital world to retail through their new summer campaign, #SayItWithPepsi which features over 70 unique, branded emoji cans and bottles. It’s like Coke’s Share a Coke campaign, but without words and with universally recognizable images that communicate thoughts, emotions and responses. ?language barriers!
Last year, PepsiCo tested their #PepsiMoji campaign in Canada for World Emoji Day. Why Canada? It’s one of the few countries that has more than one official language so, it’s the perfect place to test the use of language transcending emojis.
PepsiCo’s CEO, Indra Nooyi, hopes the campaign will help people communicate in situations where communication can be difficult such as a foreign country or at a concert where it’s too loud to speak. They also hope people will share these situations where they’re using a Pepsi can/bottle to communicate on social media sparking “unexpected conversations.”
The brand isn’t stopping the campaign at packaging, they’re also teaming up with fashion designer Jeremy Scott to create a collection of PepsiMoji sunglasses. Finally, a solution to my resting bitch face struggles. ?
— WWD (@wwd) February 1, 2016
Why is Emoji Marketing So ??
Good of you to ask, let me explain! (http://www.adweek.com/socialtimes/report-92-of-online-consumers-use-emoji-infographic/627521)
- People ? Using Emojis
A report by Emogi reveals that 92% of the online population uses emojis, and it’s not just younger demographics. It’s natural for us to use emojis when communicating, therefore, when brands use them, it’s not seen as interruptive advertising, but as an expected form of expression.
- They’re Visual (and so are our brains) ?
It’s no secret that our brains are wired to understand images; we process visual information 60,000 times faster than text. That’s why images and rich media yield significantly higher engagement from audiences than text alone.
- Why People use them
Helps me be understood
Easy to Use
One way to communicate
- Even Oxford Dictionaries Dig the Emoji
In 2015, Oxford’s 2015 Word of the Year wasn’t a word, it was an emoji. More specifically, this ? emoji. Oxford’s choice reflects the emoji’s expressive power that transcends language barriers as well as a broader cultural shift toward more visual communication.
Before you hop aboard the emoji ?,
The “Should My Brand Use Emojis?” Checklist
? You Definitely Should
- Your emojis are relevant and purposeful
- The use of emojis aligns with your brand’s voice and tone
- Using them to convey emotions in online customer interactions
- It’s the language that your audience speaks
- Your emoji choices are concise and simple
- You’re doing it because everyone is doing it
- They’re misaligned with the message trying to convey and/or brand voice
- If not everyone in your target audience will understand them
- You’re using too many (more than 5)
- If the chosen emojis could be wildly misinterpreted by your audience.
- If you’re forcing it
So there you have it. Happy emoji’ing, y’all! ?