Digital
Pass or Fail, Pepsi's Refresh Will Be Case for Marketing Textbooks
Rest of Industry Eyeing Bold Social-Media Experiment
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.
Indra Nooyi
KEEPING IT FRESH: Through the Refresh Project, consumers apply for grants ranging from $5,000 to $250,000 in areas such as health and education, and consumers vote on the winning projects.
