Pepsi RefreshAndrea Stephens

Gabrielle PeyinghausNicole Collins

Background Information

• Wanted to spend 20 million dollar Superbowl 2010 commercial budget differently

• Campaign launched January 13, 2010

• Looking for ideas on how to “Do Good”

Purpose• Improve Pepsi brand image– Forward thinking– Philanthropic– Truly concerned about social issues

• Show consumers that they really listen

• By the end of the year, Pepsi expects to give away 20 million dollars

“This program has to be about a movement, and not a moment.”

How It Works

Four CategoriesArts & Music

EducationCommunity

Pepsi Challenge

Four Grant Sizes$5,000 [up to 20 win]$10,000 [up to 15 win]$25,000 [up to 15 win]$50,000 [up to 10 win]

Updates

Evaluation• Successful? Yes!• Campaign is on-going• Has expanded to Europe, Latin

America, and Asia• Pepsi has made a change in the

campaign to improve profits–Must involve product in competition

Sourceshttp://depauldigitalpr.com/review-of-the-pepsi-refresh-project

http://adage.com/article/special-report-the-book-of-tens-2010/advertising-social-media-campaigns/147616/

http://thethinktankpr.blogspot.com/2010/09/pepsi-refresh-project-successful-for.html

http://econsultancy.com/us/blog/5391-pepsi-refresh-will-the-halo-extend-to-soda#

http://www.prnewswire.com/news-releases/social-media-trumps-super-bowl-commercials-in-pepsis-latest-advertising-campaigns-83328862.html