Pepsi: Say it With Pepsi Emoji

Objective

  • Come up with a way to counter a 2% decrease in carbonated beverage sales
  • Leverage social media to create engagement and build momentum for Pepsi’s #sayitwithpepsi campaign
  • Use consumer insights to drive the strategy

What we did

  • Created 163,000 retail displays featuring emoji-clad Pepsi bottles targeted to top retailers
  • Developed four merchandisers (two floor displays and two dump bin configurations). Displays were engineered for mass, drug, grocery and C store channels and designed for enhanced product visibility
  • Manufacturing processes were carefully selected to meet a Spring launch date

Results

  • The campaign is the largest promotional launch ever by Pepsi
  • Slated to spread into 100 global markets as of 2016

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