The advertisements were filled with optimism and aimed to bring people. Brand management assignment the pepsi refresh project a thirst for change case synopses ana. It did not generate the result as an increasing of sales revenue, but still it is valuable because consumers that may be able to remind about the pepsi refresh project when choosing a cola pepsi. Pepsis bet on community projects over the super bowl.
After years of attention, interest and fanfare, earlier this year pepsi let its muchvaunted social impact initiative, the pepsi refresh project, quietly fizzle away. By refreshing these communities, pepsis head of digital, shiv singh, intended to drive brand awareness, equity and customer. Pepsi to continue refreshing communities in 2011 with pepsi refresh project. Should the pepsi brand team continue to fund the pepsi refresh project in 2011. The local pepsi refresh project grant program is a compliment to the pepsi refresh project where pepsicola of north america has pledged 1. Thirst for change case solution,the pepsi refresh project. Pepsi taps consumers to shake up refresh project in 2011. Pepsi refresh project answered case study report of the. This transcript has been automatically generated and may not be 100% accurate. Since the dawn of the internet and the explosion of the social media networking, firms and marketing executives realize that fundamental changes have been taking place in our culture and technology when render traditional modes of marketing. Pepsicola is formally introducing on monday an ambitious campaign named the pepsi refresh project, aimed at doing well by doing good. The pepsi refresh project prp was a 2010 initiative by pepsico to award.
Thirst for change case solution, in 2010, for the first time in 23 years, pepsico has not invest in super bowl advertising for its. A thirst for change for decades, pepsico beverages have had success in capturing much market share of the soft drink industry through fascinating advertising campaigns. In new campaign, pepsi invites public to do good the new. New york pepsis refresh project, a firstofitskind experiment in social media that invests the brand in communitybuilding projects, wont simply leave a legacy for the. The pepsi refresh project was designed to give millions of dollars in grants in the u. Take your hr comms to the next level with prezi video. Withdrawing from the super bowl for the first time in 23 years and giving the money away for the pepsi refresh project was considered a gamble by the beverage maker as it explored the potential of. For all the media attention gained by its efforts, the refresh challenge in no way. Thirst for change case study solution, in 2010, for the first time in 23 years, pepsico did not invest in super bowl ad for its iconic brands. Pass or fail, pepsis refresh will be case for marketing. Goals of the pepsi refresh project raise awareness in the campaign itself, along with pepsi as a company increase brand engagement and brand equity position pepsi to be a forward thinking company focusing on creating a positive change for communities generate buzz to support the brands goals encourage consumers to visit the refresheverything. After years of attention, interest and fanfare, earlier this year pepsi let its muchvaunted social impact initiative, the pepsi refresh project, quietly. In 2010, the pepsi refresh project directly impacted the lives of 73,000 people and will complete 360 projects that will reach more than 1.
And also the program was a strong fit with their perception of pepsi as a frontier of idea bank about social issues, and innovative brand. In 2010, for the first time in 23 years, pepsico did not invest in super bowl advertising for its iconic brand. Pepsicos innovative causemarketing program in which consumers submitted ideas for grants for health, environmental, social, educational, and. Report of the case study trnthin an 2151942 v l nguynkhang 2150400 hunhth thanh mai 2150373 on l uynuyn. When people ask about social media outcomes, one of the best examples comes from pepsi refresh. This project utilizes social media and a promotion strategy that engages the public and puts the nations ideas into action through providing funding. The program has effectively responded to the changing needs of consumers and their methods of online communications. Pepsi s refresh project is a rare case where the campaign didnt succeed for the business but greatly benefited the community. This campaign became known as the pepsi refresh project, where it allowed people to submit ideas for grants to refresh their communities. To enter, submit an idea that you believe will have a positive impact on the world, and people vote on the ideas to determine the winners for each month. Pepsi refresh project by adwait karambelkar on prezi. Pepsi refresh project to fund twice as many vibrant, fun ideas to move communities forward in 2011.
Ideas can be submitted to the pepsi refresh project once a month from the 1st to the 15th, or until the contest receives ideas. If you have an idea, take a look at their toolkit pdf for instructions on how to. Pepsi should keep this project a revamped version in order to strengthen its brand position in the market. I reside and my organization operates within the u.
Not just focused on consumers or the environment csr programs examples include. The pepsi refresh project essay example graduateway. Serving size 12 fl oz 355 ml servings per container 1. Pepsi refresh project please fill this form, we will try to respond as soon as possible. A thirst for change in 2010, for the first time in 23 years, pepsico did not invest in super bowl advertising for its iconic brand. The pepsi refresh project prp is the next level product of pepsi s 2009 refresh everything campaign. The pepsi refresh project as a whole brought a lot of positive and negative attention to the company itself.
The pepsi refresh campaign success and failure william. Huge laid out a plan for a fully integrated digital initiative that built on an idea initially conceived by tbwachiatday and the refresh everything program that pepsi launched in 2009. The pepsi refresh project prp is the next level product of pepsis 2009 refresh everything campaign. Overall, the focus of the pepsi refresh project was an attempt to have the image of the pepsi brand improved in a way that would attract more people to buy their products rather than opponents products. The case highlights the benefits and risks of traditional branding and social media branding, including a discussion of how the pepsi refresh project fits with pepsis previous brand positioning. The pepsi refresh project looks for new ideas every month.
To date, 44 grantees have completed midpoint social impact surveys. However, the pepsi refresh project is not true csr. View pepsi refresh project answered case study from marketing 15 th at hoa sen university. Pepsi way of using another avenue in selling their brand product to the public. This marketing project was intended to help communities by funding their ideas. The campaign was launched after pepsi decided to forgo its usual superbowl ad spot and instead engage its consumers in a more philanthropic way. The pepsi refresh project views from the upper deck. In just a few months, the pepsi refresh project has reached nearly 160,000 people. Started in january 2010, the pepsi refresh project is an ongoing social media campaign that provides grants to people who propose ideas to better their communities and the world. At the same time, pepsi sales were slumping in the u. Pepsico s innovative causemarketing program in which consumers submitted ideas for grants for health, environmental, social, educational, and cultural causes.
Every month in 2010, pepsi will be giving away 32 pepsi refresh grants. Percent daily values are based on a 2,000 calorie diet. I can complete my project within the next 12 months. The pepsi refresh project a thirst for change case study. Then you rustle up all of your fans from facebook, twitter, and other social networking sites, plus the friends who just own a computer, and ask them to consider voting for your idea. Thirst for change case analysis, the pepsi refresh project. Pepsi refresh project wikimili, the best wikipedia reader.
Pepsi refresh project than auditioned for american idol. Pepsi has done just that with their refresh everything campaign. Stay up to date with the latest products, promotions, news and more at. The project is completely separate from the pepsi corporate foundation and uses money budgeted for marketing.
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