Until Apple’s most recent iOS update, iPhone users typing the word “Jeep” in a text would see an auto-populated emoji of a boxy blue car. This did not sit well inside the automaker, which referred to the emoji as “imposter Jeep.” But with Apple’s newest iOS update, the connection between “Jeep” and the emoji has been removed; it still appears when generic phrases like “SUV” and “car” and “automobile” are typed.
Jeep is now seizing on the victory with a lighthearted social media campaign by Huge Detroit called “#ThisIsNotJeep.” On its Twitter and Instagram channels the brand is imagining the frustration Jeep enthusiasts got when the pesky rogue emoji appeared.
Jeep did not formally lobby Apple to be de-linked from the emoji, according to a brand spokesperson. Apple representatives did not immediately return emails for comment.