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    Pepsi will take the Refresh Project global in 2011

    Pepsi’s Refresh Project has generated tens of millions of votes and countless tweets and Facebook posts in 2010. Next year, PepsiCo will take it global.

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    It is not the first time we mention Pepsi’s Refresh Project. Quite recently we brought it up in relation to the four Es marketing model, consisting of emotions, experiences, engagement and exclusivity.

    In short: this year Pepsi shunned their US advertising budget for Super-Bowl (of over $20 Million) and decided to put it into social media and the Refresh Project instead. The project has generated tens of million of votes and a countless number of tweets and Facebook posts, and the Pepsi brand itself has reached more than 2.7 million fans on Facebook (a growth of more than one million within in less than two months and still counting).

    This fall, marketing director for Pepsi, Ana Maria Irazabal, expressed that “the Refresh Project is helping sales by linking charity in customers’ minds with their feelings about the brand”, and she also expressed that Pepsi will expand the Refresh Project globally in 2011 (The Huffington Post).

    The Refresh Project embraces the four Es marketing model and represents a shift away from traditional marketing to marketing with a higher purpose.

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