PepsiCo will be the first company to test out the promoted version of Twitter’s #Stickers offering, which will act as an extension of the beverage brand’s PepsiMoji campaign.
Announced today (15 August), the partnership follows ‘months of collaboration’ between the multinationals and is the largest partnership inked between the two.
Pepsi will receive featured placement in the Twitter #Stickers library across 10 countries: Argentina, Canada, Egypt, India, Mexico, Russia, Saudi Arabia, Spain, the United Arab Emirates and the United States.
Twitter told The Drum that the UK's first promoted sticker campaign would be announced in the near future.
— Twitter Advertising (@TwitterAds) August 15, 2016
The social concept, which launched in June this year, gives Twitter users the ability to add to a photo with colour emoji-style overlay. Pepsi has created around 50 custom #Stickers as part of the deal; it hopes they will amplify the ‘Say It With Pepsi’ campaign.
The PepsiCo deal also includes a custom Niche creator campaign to show consumers how to use #Stickers most effectively, as well as a branded Pepsi emoji and a Promoted Trend.
Brad Jakeman, president of PepsiCo Global Beverage Group, said: “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.
“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."
Adam Bain, chief operating officer at Twitter, added: "#Stickers have been hugely popular with consumers, and we are thrilled to now include brands in that conversation, starting with Pepsi. 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."