In 2010, the company launched the Pepsi Refresh Project, its main marketing campaign for the brand.
The value to communities and projects that benefited from the Refresh Project is undisputed.
The Refresh Project succeeded in gathering 80m online votes and helped numerous homeless shelters and orphanages.
That includes, of course, its Pepsi Refresh project, which gives money to people with worthy do-gooder causes.
But PepsiCo also spent heavily on TV advertising, aiming the Pepsi Refresh Project at its traditional customer base.
The Refresh Project harnesses social media tools to empower communities to support projects that benefit social and environmental causes.
Descriptions of these grass roots endeavors are posted on the Pepsi Refresh Project website, where the public votes on their favorites in a series of prize and project categories.
The Pepsi refresh project is an initiative in which Pepsi diverted the money it would have spent on Super bowl advertising, and instead created a fund to support philanthropic community projects that were both proposed and endorsed by consumers.
Opting for new direction centered around the Refresh Project--a digital platform for action to reward those with big ideas for improving communities across the areas of arts and culture, charity, health, neighborhood and education--Pepsi had many innovative ways the Refresh Project would be featured in the digital space.
The company's cola brand took a pass on the Super Bowl last year (the ad dollars instead went to a community advocacy project dubbed Pepsi Refresh), but both Pepsi Max and Doritos will be there sometime after the kickoff at 6:30 p.m.
The project was part of a Street View "refresh" of California that involved a trip down Highway 1 along the Big Sur coast, including the famous Bixby Creek Bridge that spans the mouth of a coast-hugging canyon.
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