Twitter announced the launch of Promoted #Stickers as a new marketing tool for brands. Twitter launched #Stickers for users back in June for those wanting to add some fun to their tweets.

“Starting today, brands can create and promote custom stickers for anyone on Twitter to use,” posted Twitter’s Head of Product, Brand & Video Ads, Ilya Brown. “A brand’s stickers will be featured in the #Stickers library and offer a form of creative expression that makes a person’s photos more fun and engaging. Promoted #Stickers represents a huge opportunity for brands to drive brand affinity and raise awareness of their message at scale.”

“Brands can design four or eight stickers — like accessories and other props — for users to add to their own photos,” says Brown. “Photos with a brand’s stickers are shared with all of a user’s followers, allowing brands to be featured by their fans in a truly authentic way. #Stickers act as a visual hashtag, meaning that photos with your brand’s sticker will be connected and discoverable to anyone who taps your brand’s sticker. This allows a brand to see and engage with the people who are using their stickers in creative ways.”

Introducing Promoted #Stickers A fun way to express your brand and engage with consumers! https://t.co/wIIDHAC0KK pic.twitter.com/usc4HRwrPU

— Twitter Advertising (@TwitterAds) August 15, 2016

Brown says that Pepsi will be Twitter’s exclusive launch partner of their Promoted #Stickers, creating and sharing around 50 unique stickers across 10 of their markets. They are hoping to jumpstart their global PepsiMoji campaign into a fan-driven viral marketing push. Pepsi will not only be pushing their campaign, but also will help educate Twitter users on how to use their #Stickers. It’s unknown what Pepsi paid Twitter, if anything, to be their first Promoted #Stickers advertising partner.

The proprietary Pepsi emoji designs were created, according to Pepis, “to help consumers around the world “Say it With Pepsi” and will bring the program to life like never before by combining two of the most popular means of visual communication – emojis and photos.”

“#Stickers have been hugely popular with consumers, and we are thrilled to now include brands in that conversation, starting with Pepsi,” said Adam Bain, chief operating officer at Twitter, @adambain. “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.”

“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,” said Brad Jakeman, president PepsiCo Global Beverage Group, @bradjakeman. “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.”