Pepsi said Monday that it will be the exclusive global launch partner for Twitter’s Promoted #Stickers, which marks the largest partnership between the two brands to date and stems from months of collaboration.
Promoted #Stickers builds on the #Stickers offering launched by Twitter in June, which enables Twitter users to browse rotating sets of stickers — accessories, emoji and props — to make their photos for fun and creative for sharing. With Promoted #Stickers, brands can create and promote custom stickers for anyone on Twitter to use. A brand’s stickers will be featured in the #Stickers library.
Plans call for Pepsi to share nearly 50 custom stickers associated with their global PepsiMoji campaign. Pepsi said the stickers will feature some of the brand’s proprietary emoji designs created to help consumers worldwide “Say it With Pepsi,” enhancing that program by combining two of the most popular means of visual communication: emojis and photos.
“The ‘Say It With Pepsi’ campaign has helped consumers around the world express themselves using our proprietary set of Pepsi emojis, and we’re truly taking it to the next level with this partnership with Twitter,” stated Brad Jakeman, president PepsiCo Global Beverage Group. “By allowing people to add our emojis directly to their photos, we’re giving fans a whole new way to engage. If a picture is worth a thousand words, a picture with Pepsi stickers can really spark a conversation.”
Twitter noted that Promoted #Stickers represents a huge opportunity for companies to drive brand affinity and raise awareness of their message on a broad scale. The #Stickers act as a visual hashtag, and photos with a brand’s sticker are connected to and can be discovered by anyone who taps the brand’s sticker, enabling brand to see and engage with people using their stickers in creative ways, Twitter explained.
“#Stickers have been hugely popular with consumers, and we are thrilled to now include brands in that conversation, starting with Pepsi,” commented Adam Bain, chief operating officer at Twitter. “Now people around the world can all share their universal passion for Pepsi and make the brand come alive in a powerful new way on Twitter.”
As part of the partnership, Pepsi will get featured placement in the #Stickers library in 10 countries, including Argentina, Canada, Egypt, India, Mexico, Russia, Saudi Arabia, Spain, United Arab Emirates and the United States. The partnership also includes a custom Niche creator campaign that shows consumers how to use their #Stickers.