Pepsis refresh project is a rare case where the campaign didnt succeed for the business but greatly benefited the community. The case highlights the benefits and risks of traditional branding and social media branding, including a discussion of how the pepsi refresh project fits with pepsis previous brand positioning. A thirst for change for decades, pepsico beverages have had success in capturing much market share of the soft drink industry through fascinating advertising campaigns. Although the pepsi refresh project had to come to an end, the project was able to quench the thirst of many needy people. A thirst for change 2011 harvard business school case michael norton and jill avery. For a complete list of banners for wikiproject food and drink and its child projects, select here. Position pepsi to be a forward thinking company focusing on creating a positive change for communities. Harvard business case studies solutions assignment help. In 2009, we invited people to join our movement to refresh everything. The objectives of the campaign were to raise awareness and interest in the pepsi refresh projectposition pepsi as the optimistic catalyst for idea creation with consistency and alignment of program messages across all media channel, generate a steady stream of national. For the first time in 23 years, pepsico did not invest in super bowl advertising for its iconic brand in 2010. Pepsicos innovative causemarketing program in which consumers submitted ideas for grants for health. Foundation 2 will partner with cedar rapids animal care and control and last hope animal rescue for this project. The pepsi refresh project allows each person to vote for the same application once a day, so please vote every day.
The advertisements were filled with optimism and aimed to bring people together in some way. Then you rustle up all of your fans from facebook, twitter, and other social networking sites, plus the friends who just own a computer. The pepsi refresh project campaign launched in 2010, during the superbowl, but was not advertised in any commercials. The pepsi refresh campaign success and failure in the world of large marketing campaigns, there are ideas that can change and losers. In 2010, for the first time in 23 years, pepsico did not invest in superbowl advertising for its iconic brand. Corporate social responsibility why are csr programs beneficial. Another disturbing aspect of the pepsi refresh project is its cooptation of. Pepsis bet on community projects over the super bowl. The pepsi refresh project prp was a 2010 initiative by pepsico to award. Pepsis campaign refresh project was the spark that was lit from an earlier camp aign. The campaign was launched after pepsi decided to forgo its usual superbowl ad spot and instead engage its consumers in a more philanthropic way.
Get breaking national and world news, broadcast video coverage, and exclusive interviews. This project utilizes social media and a promotion strategy that engages the public and puts the nations ideas into. Pepsi refresh project group analysis by ashley shaw on prezi. A read is counted each time someone views a publication summary such as the title, abstract, and list of authors, clicks on a figure, or views or downloads the fulltext. The pepsi refresh project prp is the next level product of pepsis 2009 refresh everything campaign. Individuals can apply for grants to benefit a variety of projects and site visitors can vote for the best ideas for funding. The pepsi refresh project did a great service for the many nonprofits and the people that they help, as well as for the branding of pepsico. Pepsi refresh project case study free download as word doc.
The pepsi refresh project was designed to give millions of dollars in grants in the u. Decide whether pepsi should continue the pepsi refresh project. Withdrawing from the super bowl for the first time in 23 years and giving the money away for the pepsi refresh project was considered a gamble. With a decrease in recent sales, pepsi needed something to bring a widerange of audience to buy their products, avoiding companies such as coca cola. In its 2010 annual report, pepsico uses more vague language to show off how well. Ideas can be submitted to the pepsi refresh project once a month from the 1st to the 15th, or until the contest receives ideas. Planning managers to forecast, report and track sales, production, and. Exam material running head the pepsi refresh project a.
This is pepsi refresh project by evan kleinman on vimeo, the home for high quality videos and the people who love them. A thirst for change case solution, this case is about branding publication date. Not just focused on consumers or the environment csr programs examples include. While pepsi canada management has been very supportive of the initial cycle is an analyst ask how this is corporate social responsibility initiative have an effect on the. This was done in order to have consumers make innovative ideas that had positive impacts on their communities. Pepsi is giving millions to fund your refreshing ideas. Highincome countries are likely to see growth of 2.
By refreshing these communities, pepsi s head of digital, shiv singh. When people ask about social media outcomes, one of the best examples comes from pepsi refresh. Their campaigns revolved around the idea that pepsi was a drink for the young and young at heart. Pepsi s refresh project is a rare case where the campaign didnt succeed for the business but greatly benefited the community. Thirst for change case solution,the pepsi refresh project. As of 2015, 22 pepsico brands met that mark, including. Denver, co prweb august 29, 2010 thanks to pepsis refresh project, an entrepreneurial initiative that awards millions of dollars in grants to ideas that refresh the world, patients, caregivers, and healthcare providers engaged in chemotherapy treatment may soon be logging on to, an innovative education platform designed to meet the needs of both cancer. Indeed, pepsi was actually one of the most valuable brands in the whole world. The local pepsi refresh project grant program is a compliment to the pepsi refresh project where pepsicola of north america has pledged 1. The pepsi refresh campaign success and failure william. Pepsi to fund community projects and let you choose the winner. Pepsi refresh project case study pepsi pepsi co scribd. The pepsi refresh project campaign launched in 2010. Introduction to financial accounting professor john barden july 15, 2015.
Pepsi has done just that with their refresh everything campaign. This marketing project was intended to help communities by funding their ideas. In 2010, for the first time in 23 years, pepsico did not invest in. Thirst for change case study analysis, subjects covered advertising brand management market research product management public relations sales social media by michael i. In 2010, were going to kick it up one big notch as we inspire and fuel people to take action and do what we always do at pepsi refresh the world. Overall success with set objectives they covered every area of the media, involved people on a local and grassroots level, and inspired many to join the project as well as increase potential sales of pepsi products pepsi refresh project raise awareness in the pepsi refresh. It was advertised heavily in other media platforms, such as youtube. Thirst for change case study solution, the pepsi refresh project. A thirst for change ana maria ami irazabal grabbed a pepsi from the soda fountain in the hallway while dashing to her meeting.
Thirst for change case analysis, the pepsi refresh project. The pepsi refresh project looks for new ideas every month. Pepsi refresh case analysis pepsi refresh case analysis. A thirst for change 2 introduction brand pepsi was both owned and managed by the pepsico which is a company that deals with global or international consumer products which includes among others a portfolio of various beverages, food brands and snack foods. In 2009, pepsico launched an initiative called the pepsi refresh project, for the. In a recent new york times article, shiv singh, head of digital for pepsico americas beverages, said that the refresh project was not a. Overall, global growth is expected to rise moderately, to 3. Started in january 2010, the pepsi refresh project is an ongoing social media campaign that provides grants to people who propose ideas to better their communities and the world. View essay pepsi refresh case analysis from man 3504 at florida state university. In 2010, for the first time in 23 years, pepsico did not invest in super bowl advertising for its iconic brand.
Raise awareness in the campaign itself, along with pepsi as a company. Pepsicos innovative causemarketing program in which consumers submitted ideas for grants for health, environmental, social, educational, and cultural causes. Try to draw the 6m model that explain the campaign refresh project. The project is completely separate from the pepsi corporate foundation and uses money budgeted for marketing. A thirst for change 2011 harvard business school case. She needed a caffeine boost to keep with the pace of her job as the senior marketing director for trademark pepsi and the leader of the companys social good program, the pepsi. Pepsi refresh, you fooled me philantopic pnd candid. Add the wikiproject food and drink project banner to food and drink related articles and content to help bring them to the attention of members. The pepsi refresh project views from the upper deck. Huge laid out a plan for a fully integrated digital initiative that built on an idea initially conceived by tbwachiatday and the refresh everything program that pepsi launched in 2009. Pepsis 2010 refresh project was the most audacious social media campaign ever attempted. Major hbr cases concerns on a whole industry, a whole organization or some part of organization. Thirst for change case study solution, in 2010, for the first time in 23 years, pepsico did not invest in super bowl ad for its iconic brands.
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