Pepsi plans to turn the wordless icon, the emoji, into the centrepiece of a new campaign.
The company plans to market specially designed emoji cans and bottles in more than 100 global markets this year.
Basically, the campaign expands on an initiative that began last year in Russia, Canada and Thailand.
After trialling it in those markets, Pepsi decided to take it worldwide.
In a presentation Thursday at the Consumer Analyst Group of New York meeting in Boca Raton, Florida, PepsiCo CEO Indra Nooyi said Pepsi was breaking new ground.
“Emojis are the language of today but no one has put them in the world like Pepsi will in 2016,’’ Nooyi said.
“With more than 70 global and locally uniquely designed emojis printed on cans, bottles and cups all over the world, you’re going to be able to ‘say it with a Pepsi’ all through the summer of 2016.”
She said emojis came in handy for communication in places like train stations in a foreign country or concerts where it’s too loud to speak. It can be done without words, which would make it powerful for marketing around the world.
“Our customers are very excited about this program and this will run in about 100 markets this summer,” she said.