Say It With Pepsi
Role: Creative Strategy/Ideation
This project was developed while working at SDIMKTG
The Brief
After the massive success of the packaging-driven “Share a Coke” campaign for their arch rival, Pepsi needed a response that would allow them to make their own shelf level statement during Summer – the peak season for the “Cola Wars”.
The Idea
We put forward a direction utilising Emoji’s, visual elements with real social equity for the demo, as the basis for the campaign.
We knew any idea needed to work globally; a universal language that appealed to the brand’s key demographic at the time. The modern consumer was looking at cola differently, so the concept had to be truly cultural and translate from shelf to social to street.
For our approach we suggested utilising a full library of custom emoji designs for all occasions. The intent was to position Pepsi as the catalyst for sparking unexpected conversations in relevant and unique ways.
In addition the content would be engrained in real cultural insights, reflecting individuality of regions with their own designs (i.e. Quebec) - ensuring relevancy to a segment that demands it.
This direction became the basis for the “Say It With Pepsi” campaign, which launched in market with more than 186 million cans and bottles across Canada. The program included full print, digital, experiential, social, outdoor, POS and merch support executed by the brand’s partners.
The initial campaign was a huge success with Pepsi winning the summer cola wars. From this Pepsi Global decided to launch PepsiMoji in more than 100 markets worldwide with countries like Russia, Pakistan and Australia getting their own culturally relevant designs.
