Emoji – The New Way to Win Over Customer’s Loyalty

Emojis have captured the imagination of the people across the globe because they help us in expressing our emotions.

Emotions are ‘feeling’ & many a time we find it difficult to express them in words. Moreover there are certain emotions, we experience, for which words have not yet been ‘coined’. So how do we express them? For such occasions – which are many & frequent, emoji have come as knight in shinning armor to our rescue. They help us express our emotions, no matter how personal, very lucidly, crisply & impact fully.

No wonder Emojis have become an integral part of ours & more importantly of young people lives.

Young people are embedding emoji into their personal communication to make them more personal & emotional. No wonder, 2 billion smartphone users send 6 billions emoji daily.

Are there more reasons for Emoji stupendous success?

It is often said that a picture tells a thousand stories. Emoji does that & more – it gets people into the mood.


Take smile. A human brain cannot distinguish between a human smile (real person) or smile of an emoji (non-human). This means that a smile – irrespective wither you saw a real person smiling or merely saw an emoji smiling will generate a similar response in you.

Lets come to brands. To ensure customer loyalty to their brand they wish to establish an emotional relationship with them.

Pepsi, too aspires to do just that & most recently it has chosen the universal language of smile to launch its new campaign to achieve this objective .

Pepsi realizes that emojis are the language of today & it zeroed on emoji to help it achieve this objective by launching PepsiMoji campaign.

Its Design team developed a range of emojis, in Pepsi’s ‘House’ color – blue, red, white in addition to yellow & put them on the pack hoping that it is giving people yet another way to express there emotions – to tell there friends how they are feeling through Pepsi pack.

Pepsi does not wish to restrict the use of emoji to its packing only. It is desirous of making it an integral part of its customer’s lifestyle. It has teamed up with fashion designer Jeremy Scott on developing a collection of PepsiMoji – inspired sunglasses, Women’s wear & more.

Is it this campaign effective? 

The answer lies with you. Did the emoji campaign make you smile? Did it put you in good mood? Did it get you to act – buy a Pepsi? If the answer is yes then indeed it has!

Bottom line:

1. Behavioural Sciences Principles: Embed principles of Behavioural Sciences in your strategic initiatives to establish & deepen relationship with your customers.

2. Good mood: To strengthen & deepen relationship with your customers get them into a good mood … get them to smile!

3. House Color: Your brand should own a House Color. It improves brand recognition by up to 70%. Take Coco Cola. It owns Red color in its customers mind. In summer time when a customer sees red color she is likely to think of Coke!