Pepsi Refresh Project

The Pepsi Refresh project is designed to allow individuals, groups, companies and organizations to develop an idea that can positively change or improve their community. There are two ways individuals can get involved with this project. The first is to come up with an idea and promote that idea through a number of ways. The second is to participate in the voting of the ideas. It gets consumers involved with each other by creating and voting for ideas that will positively change communities around the world. Below is the commercial that promotes the Refresh project.



Pepsi has developed a social campaign where consumers communicate with each other through social media. Pepsi created the Refresh Everything web page where you can check updates of the top ideas, vote, and communicate with those who have created ideas. Pepsi has had a tough time with gaining a large following on Facebook and Twitter with Coke having five times the amount of fans, which is roughly 4 million followers and fans. Pepsi felt this campaign could help obtain a larger following. Even after this contest is over, Pepsi can use the social media venues as sites for promotional campaigns. Pepsi also incorporated its Pepsi One drink, which is its diet Pepsi with zero calories.

What I take away from this marketing campaign is the ability to sell a brand without selling a product. What I mean by this is the name Pepsi is being sold, not the product, because it does not talk about the flavor and quality of pepsi refreshments. It talks about how Pepsi is changing the world by providing money to those who come up with great ideas to help communities.