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.
The industry watches carefully:
And Pepsi pulls it Digital out of TBWA: