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Line 3: More than 80 million votes were registered and, at its peak, 37% of Americans were aware of the Refresh Project.<ref name=":0">https://www.campaignlive.co.uk/article/history-advertising-no-185-pepsi-refresh-project/1424314</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> ~~Today, this case is a classic example and is included in the marketing program of many business schools in the world.~~ In early 2012, Pepsi abandoned the Refresh Project. One opinion is due to declining market share and falling to third place behind Coke and Diet Coke. <ref>Craig Bida: [http://www.mediapost.com/publications/article/186127/why-pepsi-canned-the-refresh-project.html "Why Pepsi Canned The Refresh Project"] MediaPost, October 29, 2012</ref>

Pepsi Refresh Project: Difference between revisions