What is the Pepsi Refresh Project?o Change the community o January 13, 2010 - through a donations program. Present o Demonstrate Socialo National Global campaign Responsibility “The Pepsi Refresh Project has demonstrated that bringing simple ideas to life can create a powerful impact in local communities. Over the past year, we’ve been inspired by the quality and impact of the ideas put into action by Pepsi fans across the U.S. And we’re excited to extend the impact of the program next year in the U.S. and around the world,” said Lauren Hobart, CMO sparkling beverages, PepsiCo Beverages America.
How Pepsi Refresh works: • Facebook • Twitter • Mobile App • Text2Vote • Website • Power Voting
Tactics: PepsiCo teamed with Edelman (largest private PR firm) and Weber Shandwick (largest global PR firm) to drive social conversation and voting around the 2010 launch. Celebrities: Kevin Bacon and Demi Moore participated in a live “Great ideas Brainstorm” session on Facebook. They hosted chats and provided regular updates on the program’s milestones. Used Twitter with the hash tag of #PepsiRefresh to have everyone talk about and promote their idea to everyone They did not advertise during the Super bowl but prior to they had on the NFL website, a contest for ideas by NFL players. Drew Brees was the winner of the "Super Bowl Refresh Project" with more than half a million votes. A $100,000 grant was given to the Hope Lodge in New Orleans for no-cost housing of cancer patients and families.
Faceb In a matter of weeks:o they had over a halfok million likes.
TwiHer:In a matter of weeks had 21,000 followers to now 75,590 followers.
S.W.O.TStrength:• They had resources to be able to do all this through their marketing team• Able to reach their customers easily• Able to put in new areas of donationsWeakness:• They only did it in the U.S. and Canada last year.• This year they are extending the ideas world wide.• Not all of their products have the Pepsi logo on it.• Not currently in the global market.Opportunities:• Their new Power Vote is being advertised on their products to gain more public interest.• Focusing on people’s ideas and get involved with who gets the money.Threats:• Pepsi is going up against Coke’s Live Positively.
EvaluaMon: o 120,000+ ideaso 24,000 volunteerso 78 refreshed parks and playgroundso 200 refreshed communitieso 123 schools improvedo 21 foster homes and housing facilities builto 163,000 lives directly improvedo Over 20 million dollars in grants to make it happen • Youtube was main source of discussion for the project. • Rose Awareness of the community • Gained the interest of their audience