Pepsi Refresh Project: Difference between revisions

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The '''Pepsi Refresh Project''' (PRP) was a 2010 initiative by [[PepsiCo]] to award $20 million in [[Grant (money)|grants]] to individuals, businesses and non-profits that promote a new idea that has a positive impact on their community, state, or the nation. The project is completely separate from the Pepsi Corporate Foundation and uses money budgeted for marketing.<ref>Howard, Brian Clark: [http://www.thedailygreen.com/living-green/blogs/recycling-design-technology/pepsi-refresh-project "Pepsi Refresh Project Inspires Kids to Eat Veggies and Puts Solar Panels in New Orleans"] The Daily Green, November 15, 2010</ref>

More than 80 million votes were registered and, at its peak, 37% of Americans were aware of the Refresh Project.<ref name=":02">{{Cite web|url=https://www.campaignlive.co.uk/article/history-advertising-no-185-pepsi-refresh-project/1424314|title = History of advertising: No 185: The Pepsi Refresh Project}}</ref>

This project has been the focus of a 2013 Harvard Business School case ("The Pepsi Refresh Project: a Thirst for Change"), describing the process that Pepsi's marketing team, led by senior marketing director Ana Maria Irazabal, went through to come up with this idea.<ref>Michael I. Norton, Jill Avery, The Pepsi Refresh Project: a Thirst For Change, HBSP 512018-PDF-ENG</ref>

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Up to 32 ideas may be selected every month in each of the following grant segments: $5K; $25K; $50K; and $250k. Individuals, non-profits, and socially beneficial businesses are eligible to compete in all categories.

In September 2010, the Pepsi Refresh Project was criticized for allowing a coalition of progressive, nonprofit organizations called the 'Progressive Slate' to participate in the project, accusing the company of violating its own terms.<ref>[{{Cite news|url=https://www.nytimes.com/2010/10/01/business/01pepsi.html "|title=Pepsi Refresh Contestant Claims Rules Were Broken"]|first=Stephanie|last=Strom|newspaper=The New York Times |date=October 1, 2010}}</ref>

===Power votes===

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The Pepsi Refresh Project generated more than 80 million votes and "37% of Americans were aware of the Refresh Project".<ref name=":02"/>

The Pepsi Refresh Project isincluded the ideal example of the riskrisks associated with digital promotions, due to the nature of the campaign. [https://sites.psu.edu/svbrungo/2018/07/19/case-study-the-pepsi-refresh-project/ "This was not corporate philanthropy. This was using brand dollars with the belief that when you use these brand dollars to have consumers share ideas to change the world, the consumers will win, the brand will win and the community will win. This was a big bet. No one has done it on this scale before]", declares the head of digital, [[Shiv Singh]].

Before engaging in any marketing campaign, we should examine the reason why it's needed: to increase your market share, brand awareness, the profitability of the business, either way, the purpose of a [[digital marketing]] plan for any organization is to guide you through the process of researching and enunciating the goals of your digital initiatives.

In a [[digital marketing]] campaign, we should identify a sustainable goal that will help create exposure to company values, build service into a brand for a target market, generate positive actions and huge traffic to the company/website and increase customer loyalty. We should be able to change our vision from the traditional goal, which focuses on meeting business objectives such as brand recognition, profits, etc. to a sustainable goal that concentrates on a benefit for the community as well as the business.

We must be able to establish relevance for our targeted audience by designing a campaign that will help your company form a link between your messaging and your audience that will strengthen the effectiveness of your campaign. Is it a good strategy to emphasize audience metrics such as likes, retweets, views per page even though it little to do with product sales?

The Pepsi Refresh Project is the ideal example of the risk associated with digital promotions, due to the nature of the campaign. [https://sites.psu.edu/svbrungo/2018/07/19/case-study-the-pepsi-refresh-project/ "This was not corporate philanthropy. This was using brand dollars with the belief that when you use these brand dollars to have consumers share ideas to change the world, the consumers will win, the brand will win and the community will win. This was a big bet. No one has done it on this scale before]", declares the head of digital, [[Shiv Singh]].

==NFL==

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==References==

{{reflist|2}}

==External links==

*[http://www.refresheverything.com Pepsi Refresh Project]

[[Category:Philanthropic organizations based in the United States]]