Case Study Analysis and Solutions

Case ID: 512018

Abstract:
Case Solution & Analysis for The Pepsi Refresh Project: A Thirst for Change by Michael I. Norton, Jill Avery
In 2010, for the first time in 23 years, PepsiCo did not invest in Superbowl advertising for its iconic brand. Instead, the company diverted this $20 million to the social media-fueled Pepsi Refresh Project: PepsiCo's innovative cause-marketing program in which consumers submitted ideas for grants for health, environmental, social, educational, and cultural causes. Consumers voted for their favorite ideas, and PepsiCo funded the winners with grants ranging from $5,000 to $250,000. The case highlights the benefits and risks of traditional branding and social media branding, including a discussion of how the Pepsi Refresh Project fits with Pepsi's previous brand positioning. The case discussion focuses on how the brand team should evaluate the initiative's return on investment (from sales to social media engagement), whether they should continue the initiative for 2011, and whether Pepsi is the right brand for this kind of initiative.

Keywords:
Advertising, Advertising campaigns, Brand management, Branding, Brands, Costing, Market research, Marketing, Marketing communications, Marketing strategy, Product management, Public relations, Relationships, Return on investment, Risk management, Sales, Social marketing, Social media, The Pepsi Refresh Project A Thirst for Change Case Solution

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