Pepsi Expands Refresh Project

Social-Media Experiment Becomes Full-Blown Global Marketing Strategy

For those of you who are not familiar with the Pepsi Refresh Project Pepsi decided to give away millions of dollars each month to fund “refreshing ideas” that change the world INSTEAD of dropping those millions of dollars on expensive advertisements during the Superbowl.

This is kind of huge.

Especially because it was successful.

Each “refreshing idea” had to be voted on via social media and the ideas with the most votes received grants. The reason this is so huge is not necessarily because social media was extraordinarily successful at disseminating the Pepsi brand, but because good ideas to change the world were so popular that Pepsi reached a wider and greater audience than they would during the Superbowl – which is watched by ba-gillions of people!

I think this is more than a marketing success story. I think this has the potential to inspire major corporations and advertisers to invest in positive social change – because people are paying attention to social change. Personally, I don’t care if social change comes with a Pepsi logo!

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