The Pepsi Refresh Project Lets Consumers Choose
Katherinev123 — December 21, 2009 — Marketing
References: refresheverything & springwise
Pepsi is all set to launch a unique crowdsourced marketing effort called the Pepsi Refresh Project, which involves giving $20 million to community initiatives across the country. The unique part is that Pepsi plans to have consumers suggest and vote on the community projects it funds, rather than donating to already existing charities.
The Pepsi Refresh Project, which is part of Pepsi’s larger ‘Refresh Everything’ campaign, will involve monthly contests beginning in January. Consumers will have 10 days to submit social charity ideas in categories like health, arts and culture, the planet, and education, after which the submissions will be open to public voting.
The Pepsi Refresh Project, which is part of Pepsi’s larger ‘Refresh Everything’ campaign, will involve monthly contests beginning in January. Consumers will have 10 days to submit social charity ideas in categories like health, arts and culture, the planet, and education, after which the submissions will be open to public voting.
Trend Themes
1. Crowdsourced Marketing - Disruptive innovation opportunity: businesses can leverage the wisdom of the crowd to involve consumers in decision-making processes and increase engagement.
2. Community-driven Funding - Disruptive innovation opportunity: companies can empower consumers to directly influence and support community initiatives, creating a sense of ownership and loyalty.
3. Social Charity Ideas - Disruptive innovation opportunity: organizations can tap into the collective creativity of consumers to generate innovative ideas and solutions for pressing social issues.
Industry Implications
1. Marketing and Advertising - Disruptive innovation opportunity: companies can rethink traditional marketing strategies and engage consumers in more meaningful ways through crowdsourcing and community-driven initiatives.
2. Non-profit and Philanthropy - Disruptive innovation opportunity: charitable organizations can embrace a more participatory approach by tapping into the power of crowdsourcing and social engagement.
3. Consumer Goods - Disruptive innovation opportunity: brands can differentiate themselves by aligning with consumer values and supporting community-driven projects, fostering long-term loyalty and positive brand perception.
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