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Advertising Age Article Abstract

Pass or Fail, Pepsi's Refresh Will Be Case for Marketing Textbooks

Rest of Industry Eyeing Bold Social-Media Experiment

By: Natalie Zmuda
Published: February 08, 2010

NEW YORK (AdAge.com) -- Pepsi's Refresh Project, a first-of-its-kind experiment in social media that invests the brand in community-building projects, won't simply leave a legacy for the recipients of its financial grants. It's also a pivotal test case for other brands trying to navigate an ad-cluttered, cynic-rich marketing landscape. ...

Full Article Word count: 1332

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