Pepsi’s refreshing new approach to marketing
Among consumer product giants navigating through the mutating realm of social media, PepsiCo Inc. has gotten noticed for remaining at the leading edge of innovative marketing. But will its efforts ultimately pay off for the brand?
The soft drink giant made headlines this year when it decided against running commercials during the Super Bowl after 23 years as a sponsor. Instead, it funnelled US$20-million into a social media project dubbed “Refresh Everything,” getting consumers involved in making the world a better place.
Pepsi first encouraged entrepreneurs to pitch new business ideas aimed at improving the planet in an on-site contest at the 2009 South by Southwest interactive and music festival, but the beverage company has taken the marketing of positive social change even further this year with its Pepsi Refresh campaign.
