Say it with Pepsi PepsiCo

Overview

In 2016, Pepsi launched the #SayItWithPepsi global campaign that turned emoji into the brand’s new language. Soon enough, emoji took over ads, displays, cans and bottles all over the world, inviting consumers to “say it with Pepsi”. Inspired by the brand’s strong tradition of branded musical content, Pepsi Puerto Rico wanted to take it one step further.


Creative Idea


Taking advantage of the fact that Facebook had simultaneously launched an emoji-inspired innovation – the Facebook Reactions – Pepsi Puerto Rico turned this new feature into a way users could give a feeling to Tommy Torres next hit. The artist released a Facebook video asking the entire country to choose which emotion they wanted to experience through his next song.

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Results


The video surpassed a million views in just a few days, a record number for the artist. Torres then released the selected version of the song on the radio and on every digital music platform, where it quickly climbed up the charts, accumulating millions of plays and catching the media’s attention. Most importantly, it became the final song, usually what his hardcore fans look forward to the most, during his latest world tour.

Awards

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2017 El Sol

Media / Shortlist

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2017 El Ojo

Content / 2 Shortlist

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2017 Cúspide Awards

Digital / 9 Gold, 1 Grand Prix

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2017 Cúspide Awards

Effectiveness / 2 Silver

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2017 Cúspide Awards

Direct / Gold

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2017 Cúspide Awards

Integrated Campaign / Silver

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2017 Cúspide Awards

Media / 2 Gold

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2017 Cúspide Awards

Promo / Gold

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