Pepsi World Emoji Day Case Study | Dschwen

INSIGHT

Pepsi has always been admirably nimble when it comes to adapting to the world swirling around it. For more than 120 years, the soda giant has excelled by embracing change. As emojis were becoming ubiquitous in popular culture, Pepsi stepped up to the plate with a massive design overhaul that put custom emojis front and center on millions of bottles worldwide.

Never underestimate emojis.
Seriously.

IDEA

We’ve been incorporating emojis into design since 2012, so we were thrilled when Pepsi asked for our help promoting the new bottles. Emojis are powerful because they’re universally relatable personifications of emotion. Pepsi is powerful because it’s present during so many of life’s great moments. On July 17, otherwise known as World Emoji Day, we debuted a series of videos trumpeting the brand’s emoji overhaul. In each video, we combined the greatness of Pepsi and emojis by bringing the bottles to life in stop-motion synergy as football players, club-goers and flirtatious texters.