PEPSI Case Study
PEPSI: REFRESH EVERYTHING CAMPAGIN
By: Lorraine Reynolds
March 12th 2015
GSCBC21: Effectve PR
Professor Jonas LJUNGGREN
PEPSI: REFRESH EVERYTHING CAMPAGIN
The Pepsi Refresh Project (PRP) was a new campaign launched by Pepsi Co. It was a campaign where Pepsi asked consumers to come up with different ideas on how to improve aspects of their local communities based on four categories – arts, music, education and communities. There was also an extra Pepsi Challenge where they would post a question or challenge and have consumers come up with solutions. After submitting an idea, it is then the job of the individual or organization to promote and to encourage others to vote for them to win the grant (Bida 2012). There where four grant sizes, from $5k, $10k, $25k, and $50k with a total of 60 awardees a month.
All ideas were submitted to the website www.refresheverything.com. Pepsi made the website user friendly and gave insightful tips and insights about promoting ideas. The website encouraged people to find creative ways to get votes and made the process of submitting and promoting an idea simple and creative. Consumers could also purchase specially marked products, which contained “power votes” (Hendrix 2010) which they could use to boost the number of votes for their ideas.
The campaign was pushed through social media networks (Facebook and Twitter) as well as print ads and television ads. Pepsi spent heavily on major ad space and collaborated with celebrities and performing artists to encourage the youth to participate. Living in North America at the time, I mostly came across the campaign on television and online. It took place in early 2010 and a US based campaign (Bida 2010).
The original aim of the campaign was to align the company’s biggest brand and consumers’ interests with its “Performance with a Purpose” commitment. The campaign aimed to raise general awareness and interest in PRP by generating a steady stream of media buzz and
By: Lorraine Reynolds
March 12th 2015
GSCBC21: Effectve PR
Professor Jonas LJUNGGREN
PEPSI: REFRESH EVERYTHING CAMPAGIN
The Pepsi Refresh Project (PRP) was a new campaign launched by Pepsi Co. It was a campaign where Pepsi asked consumers to come up with different ideas on how to improve aspects of their local communities based on four categories – arts, music, education and communities. There was also an extra Pepsi Challenge where they would post a question or challenge and have consumers come up with solutions. After submitting an idea, it is then the job of the individual or organization to promote and to encourage others to vote for them to win the grant (Bida 2012). There where four grant sizes, from $5k, $10k, $25k, and $50k with a total of 60 awardees a month.
All ideas were submitted to the website www.refresheverything.com. Pepsi made the website user friendly and gave insightful tips and insights about promoting ideas. The website encouraged people to find creative ways to get votes and made the process of submitting and promoting an idea simple and creative. Consumers could also purchase specially marked products, which contained “power votes” (Hendrix 2010) which they could use to boost the number of votes for their ideas.
The campaign was pushed through social media networks (Facebook and Twitter) as well as print ads and television ads. Pepsi spent heavily on major ad space and collaborated with celebrities and performing artists to encourage the youth to participate. Living in North America at the time, I mostly came across the campaign on television and online. It took place in early 2010 and a US based campaign (Bida 2010).
The original aim of the campaign was to align the company’s biggest brand and consumers’ interests with its “Performance with a Purpose” commitment. The campaign aimed to raise general awareness and interest in PRP by generating a steady stream of media buzz and
Cited: Hendrix, Jerry A., and Darrell C. Hayes. Public Relations Cases. Boston : WADSWORTH CENGAGE Learning , 2010. PRSA. September 11, 2011. http://www.prsa.org/SearchResults/Download/6BW-1101A05/0/Pepsi_Refresh_Project (accessed March 11, 2015). Vida, Craig. October 29, 2012. http://www.mediapost.com/publications/article/186127/why-pepsi-canned-the-refresh-project.html. (accessed March 10,2015)