Exam material running head the pepsi refresh project a. Mar 23, 2011 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. A thirst for change case study solution, in 2010, for the first time in 23 years, pepsico didnt invest in superbowl advertisements for its iconic brand. Jun 09, 2014 in 2011, the pepsi refresh project did another contest for each month. My idea benefits a community or group of people within. Pepsi taps consumers to shake up refresh project in 2011. A thirst for change 2011 harvard business school case michael norton and jill avery. 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.
The pepsi refresh project was designed to give millions of dollars in grants in the u. The pepsi refresh project case solution, pepsi canada has developed and implemented the upgrade project, a campaign to finance positive ideas. A thirst for change in 2010, for the first time in 23 years, pepsico did not invest in super bowl advertising for its. In 2010, for the first time in 23 years, pepsico did not invest in super bowl advertising for its iconic brand. This is pepsi refresh project by evan kleinman on vimeo, the home for high quality videos and the people who love them. View essay pepsi refresh case analysis from man 3504 at florida state university. Pepsi also decided to do three 30 second commercials for pepsi max at the super bowl while promoting their brand and the new round of the pepsi refresh project. 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. The pepsi refresh project a thirst for change case study. Pepsi has done just that with their refresh everything campaign. For the first time in 23 years, pepsico did not invest in super bowl advertising for its iconic brand in 2010. Has pepsis refresh project been compromised by cheaters. Pepsis 2010 refresh project was the most audacious social media campaign ever attempted.
Should they advertise the pepsi refresh project on the. Pepsi way of using another avenue in selling their brand product to the public. Should pepsi advertise the pepsi refresh project on the 2011 super bowl. Why pepsi canned the refresh project 10292012 after years of attention, interest and fanfare, earlier this year pepsi let its muchvaunted social impact initiative, the pepsi refresh project. Pepsis refresh project is a rare case where the campaign didnt succeed for the business but greatly benefited the community. In its 2010 annual report, pepsico uses more vague language to show off how well. This document was uploaded by user and they confirmed that they have the permission. Was this type of branding campaign appropriate for pepsi.
The pepsi refresh campaign success and failure in the world of large marketing campaigns, there are ideas that can change and losers. Not just focused on consumers or the environment csr programs examples include. The pepsi refresh project case study order description please carefully read the case study attached, then summarize it with discussing this question. Feb 01, 2010 pepsi cola is formally introducing on monday an ambitious campaign named the pepsi refresh project, aimed at doing well by doing good. Pepsicos innovative causemarketing program in which consumers submitted ideas for grants for health, environmental, social, educational, and cultural causes. Corporate social responsibility why are csr programs beneficial.
The pepsi refresh project prp was a campaign started by pepsi in 2009. A thirst for change case analysis, the pepsi refresh project. I reside and my organization operates within the u. The project is completely separate from the pepsi corporate foundation and uses money budgeted for marketing. The program has effectively responded to the changing needs of consumers and their methods of online communications. The pepsi refresh project prp is the next level product of pepsis 2009 refresh everything campaign. The pepsi refresh project as a whole brought a lot of positive and negative attention to the company itself. Teaching climate change in this increasingly challenging time. This project utilizes social media and a promotion strategy that engages the public and puts the nations ideas into. Why pepsi canned the refresh project 10292012 mediapost. I can complete my project within the next 12 months.
The pepsi refresh campaign success and failure william. Pepsicos innovative causemarketing program in which. A thirst for change case solution,the pepsi refresh project. Thirst for change case study solution, the pepsi refresh project. Harvard business case studies solutions assignment help. 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. The campaign was launched after pepsi decided to forgo its usual superbowl ad spot and instead engage its consumers in a more philanthropic way.
Should the pepsi brand team continue to fund the pepsi refresh project in 2011. In 2010, for the first time in 23 years, pepsico did not invest in superbowl advertising for its iconic brand. Planning managers to forecast, report and track sales, production, and. Pepsi refresh project by adwait karambelkar on prezi.
The pepsi refresh project a thirst for change slideshare. In 2010, for the first time in 23 years, pepsico did not invest in superbowl advertising for. It kickstarted a campaign to give grants to everyday people in order to achieve their ideas to better the community. For example, posting as if you purchase pepsi, you support the pepsi refresh project on every pepsis websites, blogs, and other digital social network windows and pages, it would make even deeper connection between pepsi brands and consumers. Pepsis bet on community projects over the super bowl the. Thirst for change case solution, in 2010, for the first time in 23 years, pepsico has not invest in super bowl advertising for its iconic brand. Overall, the focus of the pepsi refresh project was an attempt to have the image of the pepsi brand improved in a way that would attract more people to buy their products rather than opponents products. The local pepsi refresh project grant program is a compliment to the pepsi refresh project where pepsi cola of north america has pledged 1. The pepsi refresh project essay example graduateway. Feb 02, 2010 more about the pepsi refresh project, see how it works the application form and all of the details will be available in the official submission guidelines starting january, 2010 found at 10. Pepsi refresh has been a big success in its stated goals of raising pepsis brand awareness and burnishing the.
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. Another disturbing aspect of the pepsi refresh project is its cooptation of. Pepsi s refresh project is a rare case where the campaign didnt succeed for the business but greatly benefited the community. Jul 28, 2015 overall, the focus of the pepsi refresh project was an attempt to have the image of the pepsi brand improved in a way that would attract more people to buy their products rather than opponents products. The refresh project harnesses social media tools to empower communities to support projects that benefit social and environmental causes. Pepsi refresh case analysis pepsi refresh case analysis 1. Jul 23, 2014 pepsi refresh project opens online site for idea submissions. Chloe barteau, erica cheung, deanna shiverick, devin sidi, halle speregen. Pepsi should keep this project a revamped version in order to strengthen its brand position in the market. Pepsi invites the public to do good the new york times.
This tension of axioms provides a point of direction for introducing the pepsi refresh project as a case illustration of an alternative crm practice that redefines crm from companydriven to. Advisory board includes city year ceo and cofounder michael brown, ymca of the usa. Pepsi refresh project than auditioned for american idol. Decide whether pepsi should continue the pepsi refresh project. The pepsi refresh project did a great service for the many. The local pepsi refresh project grant program is a compliment to the pepsi refresh project where pepsicola of north america has pledged 1. 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. Oct 29, 2012 why pepsi canned the refresh project 10292012 after years of attention, interest and fanfare, earlier this year pepsi let its muchvaunted social impact initiative, the pepsi refresh project. The pepsi refresh project prp was a 2010 initiative by pepsico to award. Pepsi refresh project case study sites at penn state. Jan 04, 2017 the pepsi refresh project do goodvertising. The pepsi refresh project views from the upper deck.
A thirst for change case solution, this case is about branding publication date. Pepsis refresh campaign is considered a form of cause marketing, attempting to reposition the brand. This project utilizes social media and a promotion strategy that engages the public and puts the nations ideas into action through providing funding. 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 pepsi s previous brand positioning. Thirst for change case analysis, the pepsi refresh project. Pepsicola is formally introducing on monday an ambitious campaign named the pepsi refresh project, aimed at doing well by doing good. At the same time, pepsi sales were slumping in the u. Pepsi refresh project case study jlk9e36e7z45 idocpub.