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PepsiCo unveils five-second Pepsi ads as emoji campaign goes global - video

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PepsiCo is to roll out a new global emoji marketing campaign for Pepsi that includes a series of five-second TV ads.

The campaign, which uses a specially-designed set of the yellow smiley faces on Pepsi bottles, will expand its footprint throughout this year, PepsiCo said. The 'PepsiMoji' characters will appear on Pepsi, Diet Pepsi and Pepsi MAX bottles.

To support the new campaign, PepsiCo is releasing a series of more than 100 five-second TV ads on 16 May that showcase the PepsiMoji characters. The company said the short clips allow for "highly-contextual relevance" during programming.

In the US, the campaign will also feature an interactive billboard in New York's Times Square  starting 6 June and running for two weeks.The emoji characters started rolling out earlier this year and were first launched in Australia, Canada, India, Mexico, Russia and Thailand. The PepsiMoji campaign will roll out around the world and across the full Pepsi portfolio, PepsiCo said.

The marketing initiative could be viewed as PepsiCo's answer to The Coca-Cola Co's Share-a-Coke campaign, which replaced the Coca-Cola logo with common names. The campaign was a success for Coca-Cola and has since been expanded to include other words and, most recently, music lyrics.


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