San Francisco — Twitter is introducing stickers to its mobile app following suite from other social media platforms such as Snapchat and Instagram, but where Twitter differs from the competition is its sponsored partnerships starting with PepsiCo, Inc. brands.
Users on Twitter can now add decorative stickers to the photos they post on the platform, and sitting at the top of the Sticker options will be PepsiCo sponsored emojis as part of the company’s PepsiMoji campaign, which encourages users to “Say It With Pepsi.”
Twitter is hoping this beverage and food emoji ad campaign will set a precedent for other brands to launch sponsored stickers through Twitter.
“Stickers have been hugely popular with consumers, and we are thrilled to now include brands in that conversation, starting with Pepsi,” said Adam Bain, COO of 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.”
— Twitter Advertising (@TwitterAds) August 15, 2016
The campaign is a way for PepsiCo to get its name recognition out to millennial consumers in new ways beyond TV ads. By interacting with stickers of Pepsi cans toasting each other and Olympics-inspired Pepsi characters, the company is hoping consumers will better understand and remember the brand in places like Twitter, where users are turning for live commentary around big events.
Candy & Snack TODAY has previously reported on PepsiCo’s Frito-Lay, Inc. brands expanding their image beyond retail, and this move further moves the company in that direction.
“By allowing people to add our emojis directly to their photos, we’re giving fans a whole new way to engage,” said Brad Jakeman, president of PepsiCo Global Beverage Group. “If a picture is worth a thousand words, a picture with Pepsi stickers can really spark a conversation.”