PEPSI / REFRESH PROJECT
5 January 2010
Pepsi pulls support for the Superbowl in favour of a digital and community based approach
- Brand
- Pepsi
- Media Type
- Branded Entertainment
- Interactive TV
- Online
- Product Category
- Alcoholic Drinks
- Non-Alcoholic Drinks
- Country
- USA
- Source
- News
- Tags
- Pepsi
- Online advertising
- Pepsi Refresh Project
- Hulu
- MySpace
- Branded Entertainment
- Community
The latest iteration in the Refresh Everything campaign sees Pepsi pull its entire Superbowl budget - a staggering US$20 million - in favour of a CSR initiative. The move will mark the end of a 23 year investment in the game. The Refresh Project is a US-based campaign set up to reward those with big ideas for improving communities across the areas of health, arts and culture, charity, ecology, neighbourhood and education.
The campaign website will launch officially on January 13th on which users can submit their big ideas. From February 1st the public can cast their vote to decide the most worthy causes. Grants will then be awarded up to the total value of $1.3m per month over the course of the year.
The project will also be closely tied with an online reality show titled 'If I Can Dream' which will track five youngsters trying to crack Hollywood. Frank Cooper, SVP and chief consumer engagement officer, Pepsi-Cola North American Beverages said the show, which will be aired across Hulu and MySpace 'is one of many innovative ways the Pepsi Refresh Project will be featured in the digital space'.
The campaign follows the announcement by Pepsi that it will increase online advertising by 60% from 2009 expenditure. Cooper went on to say 'In 2010, each of our beverage brands has a strategy and marketing platform that will be less about a singular event, less about a moment, more about a movement'.
www.refresheverything.com
The campaign website will launch officially on January 13th on which users can submit their big ideas. From February 1st the public can cast their vote to decide the most worthy causes. Grants will then be awarded up to the total value of $1.3m per month over the course of the year.
The project will also be closely tied with an online reality show titled 'If I Can Dream' which will track five youngsters trying to crack Hollywood. Frank Cooper, SVP and chief consumer engagement officer, Pepsi-Cola North American Beverages said the show, which will be aired across Hulu and MySpace 'is one of many innovative ways the Pepsi Refresh Project will be featured in the digital space'.
The campaign follows the announcement by Pepsi that it will increase online advertising by 60% from 2009 expenditure. Cooper went on to say 'In 2010, each of our beverage brands has a strategy and marketing platform that will be less about a singular event, less about a moment, more about a movement'.
www.refresheverything.com
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COMMENTS /
Jean
Nice shift ! We talked about it here in Naked Paris!http://nekid.fr/2009/12/22/pepsi-next-generation-of-engagement/
Creative ideas
Nice project! Best wishes!
Rashmi
Interesting to know that digital advertising spend has increased to 60 percent in US..in Asia it is still not more than 30 percent of total ad money......
MyMessias
"...that make the world a better place..."
Why only US residents can give ideas?! Only US residents have good ideas to move the world forward? It fits on the image we all have of them! There are no smart people outside US?
The idea is brilliant but limiting the submissions to US residents is like shooting on their own foot...
I tried to submit one idea that does not need money (just need to be spread). I just want that Sydney (has the first big city to celebrate the “Happy New Year”) celebrate the coming 2011 in a different way (with a laser show or something else that does not send so much CO2 emissions to the atmosphere). After Hopenhagen and all the effort 2010 celebrations all over the world seemed so ironic..
Anyway may be I was the only to notice this huge detail…