In 2010, for the first time in 23 years, PepsiCo didn't invest in Superbowl advertisements for its iconic brand. Rather, the business diverted this $20 million to the social media-fueled Pepsi Refresh Project: PepsiCo's advanced cause-marketing program in which consumers submitted ideas for grants for health, societal, environmental, educational, and cultural causes.
Consumers voted for their preferred notions, and the winners were funded by PepsiCo with grants that range from $5,000 to $250,000. The case highlights the benefits and dangers of social media branding and conventional branding, including a discussion of the way the Pepsi Refresh Project fits with Pepsi's preceding brand placement. The case discussion focuses on how the brand team should evaluate the initiative's return on investment (from sales to social networking engagement), whether they should maintain the initiative for 2011, and whether Pepsi is the best brand for this kind of initiative.
The Pepsi Refresh Project A Thirst for Change Case Study Solution
PUBLICATION DATE: September 20, 2011 PRODUCT #: 512018-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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