It is becoming common knowledge that consumers prefer supporting brands that give back in some way. This is becoming increasingly true for Millennials who are trying to find their place in society, as well as find ways to make the world a better place. The Pepsi Refresh Project has combined good branding and good deeds and provided a platform at www.RefreshEverything.com for this type of engagement. Kids from 1 to 92 can submit ideas that would help improve their community locally or globally and then have people vote for the best ideas to receive grants from $5K up to $25K. To date, more than 50 million votes have been cast and by the end of the year Pepsi expects that there will be more votes cast for Pepsi Refresh Project ideas than for either candidate in the 2008 presidential election. The first round of idea submissions on RefreshEverything.com filled up in 72 hours, and in recent months, idea submissions are closing in a matter of minutes. Since the start of the program, Facebook ‘likes’ have increased by more than 500%.
Although the initiative is open to all ages, this advertising clip features Will.i.am of the Black Eyed Peas proves that the soda brand is hoping to capture a youthful audience. In an interview with YPulse.com, Director of Pepsi-Cola Marketing and leader of the Pepsi Refresh Project, Anamaria Irazabal, describes Millennials as the personification of the brand and understanding their desire to support “an idea that they believe in, that they can relate to on a personal level.” The Project has witnessed the youth’s interest in immediacy and power of improving their own community rather than supporting a distant cause or charity, especially in the areas of neighborhoods, education, and arts and culture.
The success of the Pepsi Refresh Project proves that the Internet is a vital source for sharing ideas, promoting philanthropy, and raising funds. Pepsi truly stepped out the corporate box of social responsibility and empowered the consumers to be heard and supported. And the entire process is a cooperative effort between Pepsi and the community, with feedback from participants on their Facebook page guiding the grant management process the Project in will continue o evolve in the U.S. in 2011. The program will also be going global in 2011 with customized versions of Pepsi Refresh rolling out across Europe, Asia and Latin America.
Source: USA Today
Posted on November 8, 2010
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