The Pepsi Refresh Project is a national and now global campaign launched in 2010 that allows consumers to vote for their favorite ideas for community improvement projects. Consumers can vote through PepsiCo's website and social media platforms like Facebook, Twitter, and mobile apps. The top ideas receive grants from PepsiCo to fund their projects. In its first year in the US, the project received over 120,000 ideas, refreshed 200 communities, and directly improved over 163,000 lives. PepsiCo worked with large PR firms to promote social conversation around the campaign using celebrity endorsements on Facebook and Twitter. The campaign has been successful in raising brand awareness and community engagement.

1. PEPSI: REFRESH EVERYTHING
SASHA CAMERON
LYNETTE DIAZ

2. What is the Pepsi Refresh Project?
o Change the community o January 13, 2010 -
through a donations program. Present
o Demonstrate Social
o 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.

3. How Pepsi Refresh works:
• Facebook • Twitter • Mobile App • Text2Vote • Website • Power Voting

4. 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.

5. Fa
ce
b
In a
matter of
weeks:
o
they had
over a
half
ok
million
likes.

6. Facebook (Cont.)

7. TwiHer:
In a matter of weeks had 21,000 followers to now 75,590 followers.

8. S.W.O.T
Strength:
• 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 donations
Weakness:
• 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.

9. EvaluaMon:
o 120,000+ ideas
o 24,000 volunteers
o 78 refreshed parks and playgrounds
o 200 refreshed communities
o 123 schools improved
o 21 foster homes and housing facilities built
o 163,000 lives directly improved
o 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

10. Videos
2010: h0p://youtu.be/srY7Wkl2IbI
2011: h0p://youtu.be/82mOYDHQLIU