In 2010, for the first time in 23 years, PepsiCo did not invest in Super Bowl ad for its iconic brands. Instead, the company diverted $ 20 million in social media fueled Pepsi Refresh Project: innovative cause-marketing program of PepsiCo, which represents the idea of ​​consumers for grants for health, environmental, social, educational and cultural reasons. Consumers voted for their favorite ideas, and PepsiCo sponsored winners grants ranging from $ 5,000 to $ 250,000. The case highlights the benefits and risks of traditional branding branding and social media, including a discussion of how the Pepsi Refresh Project is consistent with previous brand positioning Pepsi. Case, we will focus on how the brand team should evaluate the return on investment initiatives (from sales of social interaction media), whether they should continue the initiative in 2011, and whether Pepsi is the right brand for this kind of initiative. "Hide
by Mikhail Norton, Jill Avery Source: Harvard Business School 24 pages. Publication Date: September 20, 2011. Prod. #: 512018-PDF-ENG
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