Pepsi launches Refresh Project
The Pepsi Refresh Project, a social-media/cause marketing hybrid intended to replace the soft-drink giant's conventional Super Bowl ad campaign, is to be formally rolled out later today. Users can log on to a dedicated Web site to submit and vote on proposals for community-development projects, with Pepsi pledging $20 million to fund the winners. "Our idea was that this year we'd try to shift the marketing and communications to something that's truly walking the walk," said Pepsi's ad man.
New York Times, The | 01/31
This story published in SmartBrief on Social Media on 02/01/2010
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