Client /

PepsiCo

X

SWW

Project Categories /

Advertising, Strategy, Product Innovation,

THE INSIGHT –

Emojis have integrated into our contemporary lexicon - they have the ability to transcend languages.

Emojis are now used in around half of every sentence on Instagram, and Facebook has introduced them alongside the famous “like” button as a way of expressing your reaction to a post. This is just the tipping point: some outlets have claimed that Emojis are an emerging language that could soon compete with English in global usage. To many, this would be an exciting evolution of the way we communicate.

Emojis help us to express what words alone can’t say.

THE CHALLENGE -

PepsiCo wanted to develop a new language that resonated globally yet maintained local flavour. The concept had to reflect social currency, yet also have application on products.

THE SOLUTION -

Using The Now Network, we crowd sourced emojis to reflect local cultures and developed a Global Emojipedia.

These Emojis bridged regional specifics and made communication more universal.

THE IMPACT –

The success of ‘Live for Now’s Global Emojipedia,  set the precedent for PepsiCo to roll out the custom Pepsimoji’s on their can designs. In each local market the emoji designs had specific cultural meaning, and created a broader Pepsimoji campaign.