Pepsi Refresh Project

The Pepsi Refresh Project is a multi-million dollar campaign that allows people to submit and vote for ideas that can make their communities a better place. Pepsi will be giving millions of dollars through out the year to profit-organizations and non-profit organizations. The opportunity to participate begins on April 4,2011 and ends on December 30, 2011. How it works : Each month Pepsi will challenge it's fans by asking questions on how they can drive social change. For example, this month the question is : " How would you rock the house for a good cause." This asks fans to channel their love for music. Pepsi will accept these ideas for the first five days of every month. The process will work by an online democratic voting poll. In addition, people can also vote for ideas through social platforms such as Facebook, Twitter, the Pepsi Refresh mobile app, and the text2vote program.






This campaign has many asking questions like " Why market Pepsi in this way?". Shiv Signh, the head of digital for PesicCO Beverages America told the New York Times, " This was not a corporate philanthropy effort." Rather," It was a design to drive brand health." This campaign was chosen over advertising during the Super Bowl. Pepsi felt that due to the high price of a commercial spot it was just not the right place for a charitable project. Signh asked " How could we claim authenticity?" Instead the focus is on how to move the brand message from just words to action." Leveraging communities through social media is the foundation of the project.



I personally feel this is a genius way to promote a product. By, getting the word out and allowing society to get involved.This campaign will most definitely help Pepsi in the long run. When people drink Pepsi they may feel they are contributing to a global philanthropy. Once, again social media is outdoing commercial advertising.