The Pepsi Refresh Project
OMD
Summary
The Pepsi Refresh Project was a game-changing pro-social endeavor for Pepsi, to position the brand in the minds of consumers as a positive, optimistic force for change in communities, revolving around issues and ideas that people personally cared about.
The Project focused on two distinct consumer segments; millennials and female boomers, both cohorts of Pepsi brands (Pepsi and Diet Pepsi), with a shared, cross-generational desire to positively impact their communities and the world at large. Through Pepsi Refresh, the brand empowered consumers to bring their ideas to life and act / share them to...