More reports on: Soft drinks, Marketing

Pepsi launches 150 ml can, set for marketing blitz

14 March 2016

PepsiCo India has launched the 150 ml Pepsi mini can in a move to boost volumes and expand its portfolio of packs, targeted at the on-the-go consumer this summer season.

In addition, the company is bringing its global campaign with 'Pepsimoji' to India, under which all Pepsi packaging will now sport various emojis including some created specifically for the Indian market.

Beyond packaging, the beverage and snacks maker is creating an entire PepsiMoji ecosystem, integrated with its Jaisa Mood, Waisi Pepsi marketing campaign for the India launch. The PepsiMoji campaign will debut at the ICC World Twenty20 cricket competition, with branded pitch mats and perimeter boards besides a PepsiMoji fan army.

Seeking to aid social conversations, the socially shareable PepsiMoji designs will be available for mobile and social use from 1 April. The campaign aims to engage with consumers through the digital platform, outdoors and immersive retail.

Vipul Prakash, vice-president, beverage category, PepsiCo India, said, ''With two billion global smartphone users sending six billion emojis daily, we are thrilled to have our iconic brand bring unique take to this truly global phenomenon.

''Jaisa Mood, Waisi Pepsi will come to life in the real world, moving beyond the digital world into the physical world."

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