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Roundtables Our Roundtables bring together in-house comms leaders with PR firms to examine the future of communications. Home Latest Pepsi Refresh. Holmes Report. Further Information Global Winners. Sign Up Here. Premium Content. View All. View Style:. Innovator 25 Changemakers In The Americas Aarti Shah 13 Oct We asked this year's innovators for their perspectives on the future of the office.
Load 3 More. Pepsi marketers decided to go for broke, pulling their ad slot in the Super Bowl and diverting their TV budget into the Refresh Project. Where did this well-intentioned initiative go wrong? Vetting all the projects proved impossible, resulting in persistent fraud allegations. Meanwhile, the lack of a direct product tie-in made it difficult to drive sales and the impact was too scattered. Stay signed in.
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Accessing cases What's available to students? Case training What do we offer? Resources Knowledge centre Discover the case method Feature articles Connect newsletter Recognition and rewards Discussion group. No one has done it on this scale before. After finding out that a majority of the consumers favored choosing the charities themselves, PepsiCo knew that the Refresh Project would be a success because it allows for many grants to go to many different charities, while giving the consumers full control.
The goal of the campaign was to spread awareness and to create long-term relationships with consumers. PepsiCo wanted to put themselves in the national spotlight through the media. Because of this project, they were able to get their brand name in headlines and newspapers, which spread awareness and increased participation. Pepsi wanted to drive Americans to RefreshEverything. PepsiCo encouraged consumers to interact online with the project on Facebook or Twitter to raise awareness and tell stories about the projects impact and outreach.
The project also allowed Pepsi to get an insight into their consumers. Pepsi was able to find out what the consumers valued by gathering information on what was most important to them. The target audience for this project was both men and women from multiple generations, ages ranging from teen years to their 30s, and even dipped into the next generation, which included ages upwards of 70 years old. They targeted this age because they are the generations with their whole life infront of them.
If anyone is going to be motivated to make a change, it is the millennial generation. After watching the commercial for the Pepsi Refresh Project, it is evident that they were trying to reach out to all audiences.
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