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Twitter’s sticker feature is opening up to advertisers.

The social network announced today that brands can now create and promote their own stickers on Twitter, starting with sugar-water and snack conglomerate PepsiCo.

Twitter first introduced stickers in June in hopes that users would enjoy tacking small, colorful illustrations onto their photos — as you do in apps like Snapchat. Seven weeks later, the company says “millions of photos have been Tweeted using #Stickers.”

Twitter’s stickers are somewhat novel: Each one is searchable, and, according to Twitter, that makes “it easy for people to create conversations around events and experiences that are happening right now.”

Swap “people” for “#brands,” and you’ve got a new ad product!

You can check out Pepsi’s new stickers — #SayItWithPepsi, #SorryWeDontHaveCoke — right here.

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