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20190625144105analysing The Pepsi Refresh Project222

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Running head: ANALYSIS 1 Analysing the Pepsi Refresh Project Student’s Name Institutional Affiliation ANALYSIS 2 Introduction Pepsi’s Refresh Project was a 2010 corporate social responsibility project to invest in the community by funding ideas that would bring positive change to the communities. The soft drink company brand executives decide to withdraw their yearly expense of $20 billion spent on advertising in the Super Bowl Show and redirect it to the Refresh Project to build its brand public relations and reputation. At the time of the decision, Pepsi was lagging behind Coca Cola Company in following in their social media pages as well as sales, and the company hopes to increase its popularity and market share against its main competitor. The Refresh Project saw large numbers in participation than the elections and American Idol auditions and was successful at achieving the popularity target; however, the sales of the brand slumped down by 5% in 2010 (Norton & Avery, 2011). The Refresh Project was not well placed to help the brand achieve its primary goal of increasing sales and making profit hence largely unsuccessful. Analysis What is The Refresh Everything Campaign? The Refresh Everything Campaign by Pepsi was a quest to ask the public to come up with creative ideas that would change “refresh” the community positively. Pepsi would then finance the actualization of the ideas with the most votes and lias with its partners like GOOD to finance to help the ...
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