Pepsi Refresh Everything

pepsi.png

Pepsi has launched a new television, online, radio, print and outdoor advertising campaign. It’s a first-of-its-kind experiment in social media that invests the brand in community-building projects.

The Refresh Project is a single, year-long marketing effort where Pepsi will need to find ways to keep the effort fresh and continue to drive sales in a challenged category. Through the Project, launched Jan. 13, consumers apply for grants ranging from $5,000 to $250,000 in one of six areas: health, arts and culture, food and shelter, the planet, neighborhoods and education. One thousand applications are accepted monthly via refresheverything.com, and consumers vote on the winning projects. By the end of the year, Pepsi expects it will have given out more than $20 million in grants.

Nice digital work by HUGE Inc.

Refresh Everything.

The industry watches carefully:
http://adage.com/digital/article?article_id=141973

And Pepsi pulls it Digital out of TBWA:
http://www.mediabistro.com/agencyspy/on/pepsi_digital_leaves_tbwa_150815.asp

Author: kinsella

Strange Projects at Google

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s