Advertising Age Article Abstract
Pepsi Expands Refresh Project
Social-Media Experiment Becomes Full-Blown Global Marketing Strategy
NEW YORK (AdAge.com) -- Pepsi is officially moving past the social-media experiment stage with its Pepsi Refresh cause campaign, expanding it to Europe, Latin America and Asia, as well as continue to fund the project in the U.S. and Canada. The brand plans to roll out the project worldwide in 2011, though many of the local market details have yet to be decided. For example, it's not been determined how many countries will launch the project or how much funding individual markets will set aside for the program. ...