The document discusses Pepsi's Refresh Everything campaign, including its objectives to refresh how they operate, interact with customers, and impact the world. It outlines the advertising agency TBWA\Chiat\Day, a budget over $2 million without a Super Bowl commercial, and a creative strategy focusing on emotional and rational appeals through collaboration. The media mix is described as using social media and viral marketing heavily, as well as TV, internet, print, and out-of-home advertising. Celebrity endorsements from Demi Moore and Kevin Bacon are also mentioned, along with legal and ethical concerns around voting, winners, corporate social responsibility, and parodies.

1. Elizabeth Edelen, Erin Mackey, Brigid Slattery

2. Agenda Original Campaign

3. New Logo

4. Pepsi Refresh Project

5. Objectives

6. Advertising Agency

7. Advertising Budget

8. Creative Strategy

9. Media Mix

10. TV

11. Internet

12. Out-Of-Home

13. Celebrity Endorsement

14. Legal/Ethical ConcernsOriginal Pepsi Refresh Everything Campaign

15. New L g

16. http://www.youtube.com/watch?v=srY7Wkl2IbI

17. Objectives “Refresh Everything”

18. How they operate

19. How they interact with customers

20. How they can impact the world Advertising Agency:TBWA\Chiat\Day Los Angeles, CA

21. “Disruption”

22. Clients:Advertising Budget no Super Bowl commercial

23. over $2 million Creative Strategy Submitting a proposal

24. Collaboration with GOOD

25. Appeals

26. Emotional

27. RationalMedia Mix Using mostly social networking and unique forms of viral marketing

28. Other forms of media:

29. TV

30. Internet

31. Print

32. Out-Of-Home

33. Celebrity Endorsement Internet Pepsi’s website: www.refresheverything.com

34. Advertisements on:

35. AOL

36. Facebook

37. Yahoo!

38. MySpace

39. Twitter

40. YouTube

41. …And more

42. Online mini-series reality show called “If I Can Dream…” on www.hulu.comTelevision Commercials will be aired on over 30 channels including:…and their affiliates

43. Out-Of-Home Billboards

44. Bus: Shelters, Sides, Interiors

45. Street Furniture

46. Mobile Outdoor Sites

47. Taxi Cabs

48. Product Packaging Celebrity Endorsement: Pepsi Refresh Project Celebrity ChallengeDemi Moore for Girls Educational and Mentoring ServiceKevin Bacon for www.sixdegrees.org Entered their ideas to win $250,000 grant

49. Celebrity Endorsement: Pepsi and the Super BowlRihanna hosted Pepsi’s Super Bowl kickoffVH1 Super Bowl Pepsi XLIV Fan JamNFL players entered to win grants

50. Legal/Ethical Concerns Legal

51. Voting

52. Winners

53. Ethical

54. CSR?

55. Parodies V TE NOW