To say that social media has changed how the world communicates, is beyond an understatement. Pepsi has just proven this in spades with their new social media-inspired summer packaging design, slated to appear in stores soon.
As part of their new “Say it With Pepsi” campaign, they did something unprecedented — replacing their own brand name with a # and an emoji!
Clearly they’re confident this move will not only create social conversation, but move more product off the shelves, as U.S. PepsiCo CEO Indra Nooyi remarked, “Emojis are the language of today but no one has put them in the world like Pepsi will in 2016.” Well, Ms. Nooyi, you can certainly say that again.
Mindful of Coca-Cola’s hugely successful Share-a-Coke campaign, tagging bottles with hundreds of names and endearments like “BFF” and “Better Half”, it’s no wonder Pepsi felt the need to do something equally engaging.
GWH Reality Check: Only time will tell if this break-the-rules-of-branding tactic will pay off. But one has to wonder if they’ve gone too far? Being cool, or trying too hard? How will Grandpa feel? And do they care?