The Pepsi Refresh Project

In 2010, Pepsi made a big change in its US marketing strategy. Instead of spending millions on Super Bowl TV, they created a program called the Pepsi Refresh Project: a monthly contest awarding millions in grants to ideas that move the world forward, as voted on by the public.

The Pepsi Refresh Project

TBWA\Chiat\Day

SUMMARY

Pepsi has traditionally gone the route of broadcasting AT culture in the hopes of becoming “the choice of the next generation”. But to get back on the map in today’s world, they had to take the brand INTO culture. They had to become the voice of the next generation. To do this, they took the truth of the product -- Pepsi refreshes you and makes you feel positive – and tasked the creative with bringing that to life in the real world: Pepsi refreshes culture positively.

So in 2010, Pepsi made a...

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