In 2010, pepsi made headlines with the launch of the pepsi refresh project the first-of -its-kind experiment in social media invested the brand in community-building projects it was a pivotal. Pepsi refresh case anlaysis (with professor comments) essay pepsi refresh case anlaysis (with professor comments) essay 2841 words apr 12th, 2016 12 pages show more tie this section in with more analysis to the decision made) the refresh campaign started in 2009 with the tagline “every generation refreshes the world” this campaign. View essay - pepsi refresh project case analysis from mktg 465 at university of illinois, chicago rana darvesh mrkt 510 spring 2016 page |1 pepsi refresh project case analysis problem. Through social-media and traditional promotion as well as various public relations, pepsi was able to generate 3 24 billion media impressions, estimated to be worth $66 million in earned media value, with the pepsi refresh project.
The pepsi refresh project (prp) was a 2010 initiative by pepsico to award $20 million in grants to individuals, businesses and non-profits that promote a new idea that has a positive impact on their community, state, or the nation the project is completely separate from the pepsi corporate foundation and uses money budgeted for marketing. First they launched the refresh everything campaign, which gave pepsi a voice and then the pepsi refresh project, which put that voice to action the project, which aimed to increase brand equity, earned them an award at the international advertising awards but failed to increase sales or market share.
Pepsi tried to leverage that by expanding it beyond the traditional customer base of younger consumers to bring in folks who care about broader social initiatives. Pepsi has done just that with their “refresh everything campaign” the pepsi refresh project (prp) is the next level product of pepsi’s 2009 “refresh everything campaign” this project utilizes social media and a promotion strategy that engages the public and puts the nation’s ideas into action through providing funding.
The focus of the pepsi refresh campaign was to give pepsi a better image in the community while building the pepsi brand at the same time this was a real life example of branding, which is a technique used to promote a company in a positive way towards the audience or consumer. Pepsi wanted to take a different approach to advertising and generating support for its brand by introducing the pepsi refresh project the project was a way to bring a positive impact to communities.
Pepsi taps consumers to shake up refresh project in 2011: pepsi refresh project to fund twice as many vibrant, fun ideas to move communities forward in 2011 (2011, january 31) pr newswire. The pepsi refresh project (prp) is the next level product of pepsi’s 2009 “refresh everything campaign” this project utilizes social media and a promotion strategy that engages the public and puts the nation’s ideas into action through providing funding.
- pepsi did a good job in the pepsi refresh project because it made a great impression on people that it wants to help the society - also, pepsi did a good job by cancelling the project because it didn’t bring economic benefit to pepsi conclusion swot analysis strengths weaknesses opportunities threats brand pepsi has very high awareness. A marketing class presentation about pepsi case study and of course the pepsi refresh project -- indra ( as the ceo is business confident and very experienced in worldwide needs who focus on innovation and who changed the companie’s outlook) weaknesses big health issues ( sugar and fat) pepsi swot analysis.