Case ID: 512018     Solution ID: 29976

The Pepsi Refresh Project A Thirst for Change Case Solution

Abstract

In 2010, without precedent for a long time, PepsiCo did not put resources into Super Bowl publicizing for its notorious image. Rather, the organization occupied $20 million to the online networking energized Pepsi Refresh Project: PepsiCo's inventive reason advertising system in which shoppers submitted thoughts for awards for wellbeing, ecological, social, instructive, and social reasons. Customers voted in favor of their most loved thoughts, and PepsiCo financed the victors in awards running from $5,000 to $250,000. The case highlights the advantages and dangers of conventional marking and online networking marking, including an exchange of how the Pepsi Refresh Project fits with Pepsi's past image situating. The case talk concentrates on how the brand group ought to assess the activity's arrival on venture (from deals to online networking engagement), whether they ought to proceed with the activity in 2011, and whether Pepsi is the right brand for this sort of activity.


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