SM: It’s not often that a major company known for enormous advertising expenditures passes on the chance to run an ad during the Super Bowl in an attempt to preserve resources for a social media based campaign. Yet, it is Pepsi’s 2010 “Refresh Everything Campaign” focused on demonstrating their commitment to corporate social responsibility that garnered more buzz prior to the Super Bowl than if they had ran a commercial. Based on monthly voting by consumers, Pepsi gave away $20 million for beneficial projects run by charities, organizations, and schools to name a few. Massively successful, there were approximately 70 million votes cast in 2010 in the act of helping people help other people. The campaign strove to help reposition Pepsi from the drink of choice for the new generation of Americans to part of the new generation of Americans. Although this brand awareness activity doesn’t directly correlate to sales, it’s impact in the lives of grant recipients can only help the brand in the long run.
No secondary commentary today, so just let us know what you think of this initiative.
No secondary commentary today, so just let us know what you think of this initiative.
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