We created a unique set of emoji designs called #PepsiMoji that were placed on over 186 million bottles and cans nationally, making Pepsi part of Canadians’ self-expression universe. A consistent design template allowed for a strong brand block at shelf that would grab attention, and encourage purchase by connecting with consumers emotionally at the moment of truth.

Each #PepsiMoji design was created within the circle of the Pepsi rondelle. We maintained strong branding in each emoji by ensuring that all line weights were consistent with the keyline around the Pepsi rondelle, and using all four primary Pepsi colours in each design.

Sixty emoji designs were created for use on packaging and in media, and 37 designs were chosen to appear on packaging. The 37 #PepsiMoji were chosen based on the most popular emoji at the time, those that would best enable consumer storytelling, and consumer preference.

We then used our #PepsiMoji designs to tell charming summer stories in OOH, digital videos, social posts, and even in a keyboard app.

At the end of the summer, Pepsi won back both dollar share leadership and hearts.

- 85% of consumers were made of aware of #PepsiMoji through packaging design.

- Brand equity grew +4 points vs. the previous year, driven by an increase in distinction metrics (+4pts vs. previous year) and preference (+1pt vs. Coke).

- We received over 82% positive response on Facebook, an unprecedented number for a cola brand.

- Our digital videos achieved a 22% engagement rate on Twitter, the highest consumer engagement rate on sponsored CPG videos ever, and 570% higher than the 3.86% benchmark.

- We were the #1 brand on Twitter in June, and the #2 brand in July.

- We received over 12,000 consumer posts on Instagram using our program hashtags.

Due to the success of the program, the creative idea is being picked up for over 100 global markets in 2016.