Effie Case Study: #SayItWithPepsi
Lead Agency: TracyLocke
Award: Omni-Channel Shopper Experience (Gold); Multi-Retailer Program (Silver)
Pepsi’s #SayItWithPepsi campaign was said to be the brand’s most robust effort in a decade, crossing several retailers and food service accounts. The campaign, which executed personalization all along the path to purchase with emojis, successfully overtook share from competitor Coca-Cola during the summer months in 2016 and engaged a younger generation of drinkers.
Insights for the campaign pointed to a growing acceptance of emojis since 2014. That year, the heart emoji was deemed the most popular “word” of the year in a Global Language Monitor study. Pepsi also saw that more than 90% of people with smartphones use emojis, crossing all demographics and ages.
With #SayItWithPepsi, the brand created more than 200 custom-designed emojis that were seen on Pepsi single-serve bottles and used throughout TV, social and digital content, exclusive retailer programs and hyper-local out-of-home tactics. The emojis reached consumers at the regional level, highlighting iconic landmarks, symbols or foods of the cities, and played off the local National Football League and Major League Baseball teams. To develop even more personalization, special attention was made at specific retailers or channels.
At Target, Pepsi ran a campaign called “My Pepsi, My Emoji,” incenting consumers to upload a selfie that was converted into a Pepsi emoji to be further personalized and shared. Those who did earned a BOGO coupon. At 7-Eleven, a partnership with driving app Waze delivered geo-targeted messages with the emojis to head into the c-store for a Pepsi and a chance at prizes. Pizza Hut used themed emojis with Pepsi to perform a popular mobile scavenger hunt for a free personal pizza.
Other foodservice accounts saw emoji-wrapped cups. TV ads leveraged talking emojis. Large-format retailers and supermarkets received large circular merchandisers with the emoji-themed bottles and dump bins. Smaller stores received takeover items to spread over the store such as floor decals, pump toppers, inflatables and traditional POS.
Consumers are becoming healthier and that is extending to beverage options, resulting in a dip in the overall cola category. Pepsi also saw a dip after Coca-Cola’s successful “Share a Coke” platform. Pepsi needed to get a share of the category back over the summer, and the consumer connection to emojis did that, resulting in a national volume lift in sales, a swing in share over the summer and an increase in in-store display that closed a gap against Coca-Cola display execution.