Nineties nostalgia is creeping into everything from TV shows to fashion and now, to advertising.
PepsiCo (PEP) on Monday debuted a remake of its iconic 1992 ad featuring supermodel Cindy Crawford. In the original ad, Crawford pulls up to a gas station and seductively drinks a can of Pepsi while two adolescent boys look on. In the 2016 remake, the same thing happens—except both Crawford and the boys are emojis.
“I think there’s so much nostalgia for the commercial, so we decided to do it with a twist as a Pepsi emoji. It’s fun to connect with a younger audience,” Crawford told CNN.
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“We are elated to continue our longstanding relationship with Cindy on this modern day twist to our iconic 1992 Super Bowl commercial,” said Stacy Taffet, senior director at Pepsi in an email. “We were able to say so much in that ad without uttering a word. Now, we’ve caught up with the digital age and let our Pepsi emojis do the talking for us this summer.”
Along with the commercial, Pepsi has launched its own line of emoji—called PepsiMoji—that will appear on half a billion bottles of Pepsi, Diet Pepsi and Pepsi MAX this summer. The designs look similar to regular emoji, but incorporate the brand’s colors (red, white, and blue) “for a universal language that is proprietary to the brand,” according to Pepsi’s website.