Pepsi Refresh Project Case Study

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Report of The

Case Study

February 18

Pepsi: Can a Soda

Really Make the

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Đoàn Lê UyênUyên –

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Lecturer

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1. Consider

1. Consider PepsiCo’sPepsiCo’s advertising throughout its history. Identify as many commonalities advertising throughout its history. Identify as many commonalities as possible across its various ad campaigns. How is this campaign consistent with

as possible across its various ad campaigns. How is this campaign consistent with PepsiCo’sPepsiCo’s brand image?

brand image?

For over 60 years, the Pepsi

For over 60 years, the Pepsi – – Cola company or PepsiCo has been one of the most well- Cola company or PepsiCo has been one of the most well-known company worldwide thank to its famous beverage: Pepsi. Developed in 1880s by Caleb known company worldwide thank to its famous beverage: Pepsi. Developed in 1880s by Caleb Bradman, the drink quickly developed popularity and the “Pepsi

Bradman, the drink quickly developed popularity and the “Pepsi--Cola” company was oCola” company was officiallyfficially registered in 1902. However, the company went bankrupt in 1931 and was bought alongside the registered in 1902. However, the company went bankrupt in 1931 and was bought alongside the formula for the drink by Charles Guth in June of the same year. After a law suit between Guth formula for the drink by Charles Guth in June of the same year. After a law suit between Guth and his fellow stakeholder, Pepsico was absorbed into Guth’s

and his fellow stakeholder, Pepsico was absorbed into Guth’s company: the Loft, Incoporated, company: the Loft, Incoporated, which was re-branded to Pepsi-Cola Company in 1941, and in 1965, the company decided to which was re-branded to Pepsi-Cola Company in 1941, and in 1965, the company decided to merge with Frito-Lay

merge with Frito-Lay, Inc. and then be, Inc. and then become the nowadays popular Pepsicocome the nowadays popular Pepsico, Inc., Inc.

Within the last 20 years, Pepsi has introduced an astounding advertising campaign, with Within the last 20 years, Pepsi has introduced an astounding advertising campaign, with many slogans being used, a clear view can be seen that with cheerful, repeated words about the many slogans being used, a clear view can be seen that with cheerful, repeated words about the “next generation” and the encouraging sentence that ties with youthful activities, starting with “next generation” and the encouraging sentence that ties with youthful activities, starting with the 1983’s slogan: “Pepsi now! Take the challenge!”, the 1984 –

the 1983’s slogan: “Pepsi now! Take the challenge!”, the 1984 – 1991’s “Pepsi. The choice of a1991’s “Pepsi. The choice of a New

New Generation” oGeneration” or r 1992’s slogan 1992’s slogan “Be Y“Be Young, oung, Have Have Fun, Fun, Drink Drink Pepsi” aPepsi” and nd “Generation Nex“Generation Next”t” during 1997

during 1997 – – 1998, “Taste the one that’s forever young” in 2006 – 1998, “Taste the one that’s forever young” in 2006 – 2008, and also, the recent 2008, and also, the recent “Change the game” in 2012. With its various slogans used in the campaign, Pepsi also employs “Change the game” in 2012. With its various slogans used in the campaign, Pepsi also employs many celebrities to help promoting its soft drink such as famous musician Michael Jackson, the many celebrities to help promoting its soft drink such as famous musician Michael Jackson, the American rock band Van Halen or the English pop group Spice girl and even athlete such as American rock band Van Halen or the English pop group Spice girl and even athlete such as David Beckham and Lionel Messi and even more. Also with the participation of musicians like David Beckham and Lionel Messi and even more. Also with the participation of musicians like Michael Jackson and Spice Girls, many of Pepsi’s slogan has been adopted into songs to make Michael Jackson and Spice Girls, many of Pepsi’s slogan has been adopted into songs to make them easier to remember and make the musician’s respective a

them easier to remember and make the musician’s respective audience getting known to theudience getting known to the slogan, one could find them very familiar such as Michael Jackson’s version of “Pepsi. The slogan, one could find them very familiar such as Michael Jackson’s version of “Pepsi. The Choice of a New Generation”. By having celebrities participating in its campaign, Pepsi Choice of a New Generation”. By having celebrities participating in its campaign, Pepsi identifies itself as a young, innovative soft drink brand by having different artist or even athlete identifies itself as a young, innovative soft drink brand by having different artist or even athlete to be their brand face so that when the time changed, their slogan and presenting face would to be their brand face so that when the time changed, their slogan and presenting face would change to match the respective time’s audience preferences, and looking at how they have change to match the respective time’s audience preferences, and looking at how they have accomplished so far, Pepsi have tried to predict and give out decisions that makes their campaign accomplished so far, Pepsi have tried to predict and give out decisions that makes their campaign stay close to the new generation, by having the key opinion leader of the given time to help stay close to the new generation, by having the key opinion leader of the given time to help

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advertising the product, the company selects celebrities who are considered famous among the advertising the product, the company selects celebrities who are considered famous among the “New Generation” to keep refreshing their campaign but still stay close to their first and “New Generation” to keep refreshing their campaign but still stay close to their first and foremost objective: to sell their soft drink

foremost objective: to sell their soft drink

Figure 1

Figure 1 Poster of S Poster of Spice Girl’s pice Girl’s “Genera“Generation Next”tion Next”

Figure 2

Figure 2 a scene from Michael Jackson’s “Pepsi. The choice of a new Generation”a scene from Michael Jackson’s “Pepsi. The choice of a new Generation”

2. List all the promotional mix elements used in the Pepsi Refresh campaign. What grade 2. List all the promotional mix elements used in the Pepsi Refresh campaign. What grade would you give PepsiCo on integrating these elements into an integration marketing would you give PepsiCo on integrating these elements into an integration marketing communication campaign?

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By using the broadcast media as the main channel to promote the Pepsi Refresh campaign, By using the broadcast media as the main channel to promote the Pepsi Refresh campaign, Pepsi integrate advertising and public relationship with each other, as we can see that by having Pepsi integrate advertising and public relationship with each other, as we can see that by having not only aired advertisement on the main cable network, 30 other different cable channels are not only aired advertisement on the main cable network, 30 other different cable channels are also used to promote their campaign. But Pepsi does not stop there, as they use traditional press also used to promote their campaign. But Pepsi does not stop there, as they use traditional press and also the newly developed social media too, however unlike other promotion campaign, the and also the newly developed social media too, however unlike other promotion campaign, the director of digital and social media of PepsiCo stated that the digital network is infused in their director of digital and social media of PepsiCo stated that the digital network is infused in their campaign, having them highlighting project that has been funded previously. Also with the NBC campaign, having them highlighting project that has been funded previously. Also with the NBC Universal’s daily news program “Today” show, spreading the refresheverything.com with Universal’s daily news program “Today” show, spreading the refresheverything.com with Facebook and Twitter, and even partnering with the music magazine SPIN, the South concert of Facebook and Twitter, and even partnering with the music magazine SPIN, the South concert of Southwest, Pepsi decided to have as many people spreading the word about their campaign as Southwest, Pepsi decided to have as many people spreading the word about their campaign as possible, and

possible, and thus not thus not only making the only making the campaign “something campaign “something people talk people talk about, more about, more of a of a sosocialcial conversation”, according to Jean

conversation”, according to Jean-Paul Colaco, the senior vice president of Hulu. And also, with-Paul Colaco, the senior vice president of Hulu. And also, with the employment of many celebrities within the campaign, such as American actor Kevin Bacon, the employment of many celebrities within the campaign, such as American actor Kevin Bacon, Director Demi Moore, NASCAR racer Jimmy Johnson and Jeff Gordon, has applied for grants Director Demi Moore, NASCAR racer Jimmy Johnson and Jeff Gordon, has applied for grants for organizations like the American Cancer Society, Girls Education and Mentoring Service, for organizations like the American Cancer Society, Girls Education and Mentoring Service, Pepsi aim for the former’s fan and supporter to get to know or support the campaign. Also by Pepsi aim for the former’s fan and supporter to get to know or support the campaign. Also by partnering

partnering with with FourSquare, FourSquare, Pepsi Pepsi are are giving giving out out offer offer to to actually actually have have people people meeting meeting byby utilizing FourSquare’s GPS at its retailer, and giving out offers as incentive for them to visit. In utilizing FourSquare’s GPS at its retailer, and giving out offers as incentive for them to visit. In conclusion, throughout the Pepsi Refresh campaign, Pepsi has used an advertising heavy conclusion, throughout the Pepsi Refresh campaign, Pepsi has used an advertising heavy campaign coupled with public relationship wisely, having the traditional media to spread the campaign coupled with public relationship wisely, having the traditional media to spread the words but also utilize the interpersonal communication of the social network and the key opinion words but also utilize the interpersonal communication of the social network and the key opinion leader’s influence, Pepsi has created an innovative campaign that is “very bold to not be i leader’s influence, Pepsi has created an innovative campaign that is “very bold to not be in n aa place

place where where you you know know you’re you’re going going to to have have an an audience”, audience”, according according to to Marc Marc Lucas, Lucas, anan advertising executive. With such a grand scale campaign like this, Pepsi has truly made advertising executive. With such a grand scale campaign like this, Pepsi has truly made advertising and public relationship to work in harmony: not only they make the campaign advertising and public relationship to work in harmony: not only they make the campaign something that’s mentioned on the

something that’s mentioned on the media, but they have also made it something people talk, media, but they have also made it something people talk, discuss about.

discuss about.

3. Describe

3. Describe PepsiCo’sPepsiCo’s target audience. Is the Pepsi Refresh campaign consistent with that target audience. Is the Pepsi Refresh campaign consistent with that audience?

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After going through PepsiCo’s recent adver

After going through PepsiCo’s recent adver tising campaign, we can see that they target atising campaign, we can see that they target a large segment of the youth, ranging from sport loving character or people who are particularly large segment of the youth, ranging from sport loving character or people who are particularly fond of dedicated music like rock, people who prefer to go with the flow and have the passion fond of dedicated music like rock, people who prefer to go with the flow and have the passion with car racing or even movie lover, ones that like to read magazine or people who prefer getting with car racing or even movie lover, ones that like to read magazine or people who prefer getting to know more around themselves by watching TV. And yet, the newly introduced Pepsi Refresh to know more around themselves by watching TV. And yet, the newly introduced Pepsi Refresh campaign are following its predecessor with quite a unique way, by not participating in the Super campaign are following its predecessor with quite a unique way, by not participating in the Super Bowl, Pepsi actually loses a part of their target audience which is the American football lover, Bowl, Pepsi actually loses a part of their target audience which is the American football lover, which is quite a big risk as the Super Bowl is broadcast on every national American television which is quite a big risk as the Super Bowl is broadcast on every national American television and radio network, this time however, they focus more

and radio network, this time however, they focus more on the “stay at home” segment of theon the “stay at home” segment of the bunch,

bunch, by by increasing thincreasing their ads eir ads on on the the main nmain network anetwork and othd other cable er cable channel, channel, not to not to mention themention the partnership between the S

partnership between the SLIP magazine and with their heavier use oLIP magazine and with their heavier use of the social media, this f the social media, this couldcould mean that while the overal

mean that while the overall target of PepsiCo’s campaign remain unchanged, this campaign isl target of PepsiCo’s campaign remain unchanged, this campaign is geared toward the people who uses the social media more often, but only time will tell if Pepsi’s geared toward the people who uses the social media more often, but only time will tell if Pepsi’s bold move will bear the fruit to success or not.

bold move will bear the fruit to success or not.

Figure 3 Super Bowl 2012, the event that Pepsi miss to innovate its campaign

Figure 3 Super Bowl 2012, the event that Pepsi miss to innovate its campaign 4.

4. As completely as possible, analyze the campaign As completely as possible, analyze the campaign according to the steps listed in theaccording to the steps listed in the chapter for developing effective marketing communication.

chapter for developing effective marketing communication.

The first step is to identify the target audience, in other words is to find out the potential The first step is to identify the target audience, in other words is to find out the potential buyers.

buyers. In In this this case case as as describe describe above, above, the the project project was was aiming aiming to to the the young young generation, generation, whichwhich from the age of 14 to 29. They want to attract and convince young consumers to purchase their from the age of 14 to 29. They want to attract and convince young consumers to purchase their

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products.

products. That That is is to to say, recruiting say, recruiting celebrities may celebrities may be pbe partial within artial within their brand their brand as Demi as Demi Moore,Moore, NFL

NFL players players Mark Mark Sanchez, Sanchez, Drew Drew Breesand Breesand some some NASCAR NASCAR veterans veterans Jeff Jeff Gordon, Gordon, JimmieJimmie Johnson, Dale Eaarnhardt Jr., were attractive enough to bring attention to their target customer, Johnson, Dale Eaarnhardt Jr., were attractive enough to bring attention to their target customer, the youth.

the youth.

Figure 4 Celebrities are waiting for you to vote

Determining the

Determining the communication’scommunication’s objectives is the next step. Come first in the list is initially objectives is the next step. Come first in the list is initially suceeded to inform their target audience the message they want to transfer. By rising customer suceeded to inform their target audience the message they want to transfer. By rising customer awareness upon the project, they wanted customer to be well- perceived upon their

awareness upon the project, they wanted customer to be well- perceived upon their project’ project’ss theme was to make contributions for the world. Secondly, after rising

theme was to make contributions for the world. Secondly, after rising consumer’sconsumer’s awareness, the awareness, the campaign aimed to making consumer acknowledged about the product. Of course, they may campaign aimed to making consumer acknowledged about the product. Of course, they may want consumer to be acknowledged enough to prefer their product over

want consumer to be acknowledged enough to prefer their product over competitor’scompetitor’s products. products. As the result, the most significant and fundamental objective is to make sure consumer would As the result, the most significant and fundamental objective is to make sure consumer would purchase their product.

purchase their product.

The third step is designing a message. The original purpose of this particular project was to The third step is designing a message. The original purpose of this particular project was to transfer positive message from PepsiCo in returning enhancing and building up steadily brand’s transfer positive message from PepsiCo in returning enhancing and building up steadily brand’s

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image to everyone. In other words, their intention from the start was to stir up positive emotions image to everyone. In other words, their intention from the start was to stir up positive emotions in which throughout that stimulated purchase from the customer. To this end, it is no doubt to in which throughout that stimulated purchase from the customer. To this end, it is no doubt to assert the message content is emotional appeal. This is what exactly Dutch Lady- a famous milk assert the message content is emotional appeal. This is what exactly Dutch Lady- a famous milk brand is a

brand is a pplying. “Every bottle of milk is a brick pplying. “Every bottle of milk is a brick forfor a new school” is their slogan. Ba new school” is their slogan. By stiring upy stiring up emotional appeal within people toward the poor, people might have a tendency to choose Dutch emotional appeal within people toward the poor, people might have a tendency to choose Dutch Lady over other’s brand like True Milk, Vinamilk,… PepsiCo is clever enough to do nothing but Lady over other’s brand like True Milk, Vinamilk,… PepsiCo is clever enough to do nothing but sharing a general positive message and “empower

sharing a general positive message and “empower inging” the voters to make decisions” the voters to make decisions forfor themselves. This is the first type of choosing message content: Leave the conclusion to the themselves. This is the first type of choosing message content: Leave the conclusion to the audience. This particular method not only efficiently caused voters to have a feeling of taking audience. This particular method not only efficiently caused voters to have a feeling of taking over the game and being associated to but also felt explicitly and perceived how pivotal their over the game and being associated to but also felt explicitly and perceived how pivotal their votes were.

votes were.

The next step is to choose media. PepsiCo was taking risk by fully communicating The next step is to choose media. PepsiCo was taking risk by fully communicating throughout social media in which messages are carried. That is to say the main channel they used throughout social media in which messages are carried. That is to say the main channel they used is nonpersonal communication channel as it took no direct communication. The message was is nonpersonal communication channel as it took no direct communication. The message was transferred through media newspaper, magazines, television, internet, etc. The reason why they transferred through media newspaper, magazines, television, internet, etc. The reason why they chose Nonpersonal channel can be understood easily. The target audience they aimed to is young chose Nonpersonal channel can be understood easily. The target audience they aimed to is young generation who is most easily to get access to

generation who is most easily to get access to the Internet.the Internet.

Choosing message source is the next step. Whether PepsiCo choose personal or nonpersonal Choosing message source is the next step. Whether PepsiCo choose personal or nonpersonal communication, the communicator was the one inflicts significant impact on target audience. communication, the communicator was the one inflicts significant impact on target audience. Drew Brees is an American football quarterback. He is the MVP of the Super Bowl XLIV, the Drew Brees is an American football quarterback. He is the MVP of the Super Bowl XLIV, the Offensive player of the year in 2008 and 2011. PepsiCo surely knew how to get celebrity to be Offensive player of the year in 2008 and 2011. PepsiCo surely knew how to get celebrity to be their ambassador. Surely having one of the most famous football player at that time stood for their ambassador. Surely having one of the most famous football player at that time stood for brand’s image right

brand’s image right into the into the time of time of Super Bowl Super Bowl is a bis a brilliant idea, not rilliant idea, not to mention he to mention he is a perfectis a perfect image aiming to Pepsi Refresh Project's target audience.

image aiming to Pepsi Refresh Project's target audience.

Last but not least is collecting feedback. The case study firmly reflects this campaign Last but not least is collecting feedback. The case study firmly reflects this campaign collected feedbacks via Facebook, Twitter and many others web sites online, in other word, collected feedbacks via Facebook, Twitter and many others web sites online, in other word, through social media to analyze current popularity.

through social media to analyze current popularity.

5. Will the Pepsi Refresh campaign be successful? Why or why not? 5. Will the Pepsi Refresh campaign be successful? Why or why not?

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After launching this particular campaign- Pepsi Refresh Project, it had triggered a colossally After launching this particular campaign- Pepsi Refresh Project, it had triggered a colossally buzzing topic

buzzing topic among people among people as this number-two as this number-two soft drink brand soft drink brand became the became the hottest topic to hottest topic to talktalk about during the Super Bowl, but it was nonetheless their ads were absent. The entire America about during the Super Bowl, but it was nonetheless their ads were absent. The entire America first time in 23 years straight has not watched Pepsi ads during Super Bowl. 37% of American at first time in 23 years straight has not watched Pepsi ads during Super Bowl. 37% of American at that time had been taken attention by the Pepsi which is by far at the peak of the campaign(Katie, that time had been taken attention by the Pepsi which is by far at the peak of the campaign(Katie, 2014). Through social media, they also conducted the campaign on Facebook, Twitter, etc. 2014). Through social media, they also conducted the campaign on Facebook, Twitter, etc. which is successfully got back more than 140.000 Tweets, over 3 billion audience impressions in which is successfully got back more than 140.000 Tweets, over 3 billion audience impressions in only 8 months and 600% increasing on Facebook likes(Katie, 2014). Not to mention over 18 only 8 months and 600% increasing on Facebook likes(Katie, 2014). Not to mention over 18 million of visitor to the main website of this campaign, Refresheverything.com in the first 11 million of visitor to the main website of this campaign, Refresheverything.com in the first 11 months(Katie, 2014). That is to say to a marketing campaign advertisement, satisfactory upon months(Katie, 2014). That is to say to a marketing campaign advertisement, satisfactory upon this is out the chart.

this is out the chart.

It is undisputedly to proclaim Pepsi had effected significantly on social responsibility by It is undisputedly to proclaim Pepsi had effected significantly on social responsibility by encouraging their target audience to contribute for community. In fact, from January to May of encouraging their target audience to contribute for community. In fact, from January to May of the next year, 12000 projects had been successfully funded with more than 76 million of votes the next year, 12000 projects had been successfully funded with more than 76 million of votes from all the projects which had been wholly listed publicly on the campaign’s web site

from all the projects which had been wholly listed publicly on the campaign’s web site(Katie,(Katie, 2014). To this end, they not only successfully enhanced their image toward community but also 2014). To this end, they not only successfully enhanced their image toward community but also built

built up up the the brand brand to to people. people. In In the the end, end, they they did did completely completely succeed succeed in in engraving engraving extremelyextremely positive

positive image image into into people’s people’s mind. mind. Furthermore, Furthermore, Reresheverything.com Reresheverything.com also also greatlygreatly communicated to voters. In fact, Pepsi is one of the pioneers by using social media to interact to communicated to voters. In fact, Pepsi is one of the pioneers by using social media to interact to consumers which many companies these days have applied this revolutionary interaction, not to consumers which many companies these days have applied this revolutionary interaction, not to mention have done that successfully.

mention have done that successfully.

The startlingly uprising statistics may deceive everyone easily but it really not what it seems The startlingly uprising statistics may deceive everyone easily but it really not what it seems to be. During the launching of campaign, Pepsi have been already one step behind their to be. During the launching of campaign, Pepsi have been already one step behind their rival-Coca. In fact, they have been chased up and surpassed that pushed them down to third place of Coca. In fact, they have been chased up and surpassed that pushed them down to third place of beverage

beverage in in the the world world behind behind Coke Coke and and Diet Diet Coke, Coke, which which has has never never happened happened before before in in thethe history of extreme competition between Pepsi and Cola. In other words, the whole campaign history of extreme competition between Pepsi and Cola. In other words, the whole campaign with extremely successfully marketing advertisement and its revolutionary idea of social media with extremely successfully marketing advertisement and its revolutionary idea of social media interaction as well as its positive image on people did not generate consumption of their product interaction as well as its positive image on people did not generate consumption of their product at all. In 2010, the sales of blue-can Pepsi were sold had been descended heavily by 4,8 percent at all. In 2010, the sales of blue-can Pepsi were sold had been descended heavily by 4,8 percent in comparison with the previous year(Seabrook et al., 2015). During that time, Coca- Cola and in comparison with the previous year(Seabrook et al., 2015). During that time, Coca- Cola and

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Diet Coke sales plummeted modestly by 0,5% and 1% (Bauerlein, 2011). Also in that time, it is Diet Coke sales plummeted modestly by 0,5% and 1% (Bauerlein, 2011). Also in that time, it is reported that both Pepsi- Cola and Diet Pepsi each declined by 5% of market share in reported that both Pepsi- Cola and Diet Pepsi each declined by 5% of market share in comparison with the previous year which meant the acceleration of their market share comparison with the previous year which meant the acceleration of their market share descending is 8 time higher than past year(Seabrook et al., 2015). Moreover, PepsiCo also had descending is 8 time higher than past year(Seabrook et al., 2015). Moreover, PepsiCo also had lost 2,6% in total of carbonated drink market (Seabrook et al., 2015). The whole campaign was a lost 2,6% in total of carbonated drink market (Seabrook et al., 2015). The whole campaign was a total failure in product consumption on Pepsi, but it was nonetheless undoubtedly successful in total failure in product consumption on Pepsi, but it was nonetheless undoubtedly successful in many aspects. Apparently beside significant successes were recorded on social media, its main many aspects. Apparently beside significant successes were recorded on social media, its main objective can’t be fulfilled.

objective can’t be fulfilled.

The whole campaign is initially a gamble as no one before has done that. Simply analyzing The whole campaign is initially a gamble as no one before has done that. Simply analyzing data may end up confusing as it can’t

data may end up confusing as it can’t be hold properly that that. Th be hold properly that that. Th e first reason is Pepsi Refreshe first reason is Pepsi Refresh project

project has has initially initially mistaken mistaken from from the the first first move move as as they they attract attract a a wide wide range range of of organizationorganization such as Atlas Corps, Washington, APO Mu Alpha Alumni, Military Connections Corporation, such as Atlas Corps, Washington, APO Mu Alpha Alumni, Military Connections Corporation, etc.(The P

etc.(The Pepsi refresh project awards $1.3 Million to support the public’s favorite ideas toepsi refresh project awards $1.3 Million to support the public’s favorite ideas to refresh the world, 2010) instead of their original target audience, the youth. To this end, the refresh the world, 2010) instead of their original target audience, the youth. To this end, the campaign lost their concentration on how they were working. Plus, it was really hard for campaign lost their concentration on how they were working. Plus, it was really hard for ordinary one to ensure how the money was invested to. The second reason is the paradox of how ordinary one to ensure how the money was invested to. The second reason is the paradox of how the true essence of Pepsi’s product is not healthy due to high level of sugar and energy, such as the true essence of Pepsi’s product is not healthy due to high level of sugar and energy, such as Mountain Dew, Dorito, Lays,… even its main product f

Mountain Dew, Dorito, Lays,… even its main product f or the campaign. or the campaign. It is undisputed to assertIt is undisputed to assert that the effort to enhance brand’s image positively by making the world a better place is that the effort to enhance brand’s image positively by making the world a better place is intentionally trying to cover the real drawback of their product by distracting everyone’s intentionally trying to cover the real drawback of their product by distracting everyone’s attention off the real problem. Last but not least is the mismatch between customer and attention off the real problem. Last but not least is the mismatch between customer and campaign. There are either those Pepsi’s fans who willing to purchase but were not much campaign. There are either those Pepsi’s fans who willing to purchase but were not much interested in the campaign or those were not their fan but really fascinated by the campaign. But interested in the campaign or those were not their fan but really fascinated by the campaign. But the main reason was correlation between the campaign and Pepsi product is mismatch which the main reason was correlation between the campaign and Pepsi product is mismatch which resulted in giving no incentive to people enough to purchase. In other words, the connection resulted in giving no incentive to people enough to purchase. In other words, the connection between the campaign and its product is weak.

between the campaign and its product is weak.

It is very hard to claim whether this campaign is a failure or a success due to its controversy It is very hard to claim whether this campaign is a failure or a success due to its controversy on both positive and negative aspect. One thing is for sure is an extremely brilliant idea as it on both positive and negative aspect. One thing is for sure is an extremely brilliant idea as it aimed to positive objective initially. It has succeed in spreading widely positive manner to the aimed to positive objective initially. It has succeed in spreading widely positive manner to the young

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Unfortunately, the project was also a total failure on product consumption aspect which resulted Unfortunately, the project was also a total failure on product consumption aspect which resulted in the end of the project in within 2 years. In the end, sale is the most pivotal factor to criticize in the end of the project in within 2 years. In the end, sale is the most pivotal factor to criticize one is successful or not. I personally think this is a failure project but worth applying in near one is successful or not. I personally think this is a failure project but worth applying in near future. future. Visual references Visual references Figure 1 Figure 1 http://gagacxspice.online.fr/spicegirlsmerchandis http://gagacxspice.online.fr/spicegirlsmerchandises/pepsi.htm es/pepsi.htm // Figure 2 Figure 2 https://www.starwearstatus.com/EXCLUSIVE/michael-jackson-black-and-white-pepsi-commercial-zipper-leather-jacket-by-j-park/ commercial-zipper-leather-jacket-by-j-park/ Figure 3 Figure 3 http://www.jotopr.com/joto-bowl-the-pr-take-on-the-2012-super-bowl-commercials/ http://www.jotopr.com/joto-bowl-the-pr-take-on-the-2012-super-bowl-commercials/ Figure 4 Figure 4 http://www.nysportsjournalism.com/qa-is-pepsi-project-scoring-61/2010/6/17/cause-and-effect-pepsi-is-using-sports-to-drive-refresh-proj.html effect-pepsi-is-using-sports-to-drive-refresh-proj.html References References

Elliot, S. (2010, January 31). Pepsi Invites the Public to Do Good

Elliot, S. (2010, January 31). Pepsi Invites the Public to Do Good. The New York Times.. The New York Times. Retrieved April 14, 2013 from: Retrieved April 14, 2013 from: http://www.nytimes.com/2010/02/01/business/media/01adco.html?_r=0

http://www.nytimes.com/2010/02/01/business/media/01adco.html?_r=0

Bauerlein,V. (2011)

Bauerlein,V. (2011) PepsiCo PepsiCo chief chief defends defends her her strategy strategy to to promote promote ‘good ‘good for for you’ you’ foodsfoods ..

Available at: Available at: https://www.wsj.com/articles/SB10001424052702303627104576412232408827462 (Accessed: https://www.wsj.com/articles/SB10001424052702303627104576412232408827462 (Accessed: 17 February 2017). 17 February 2017). Katie (2014)

Katie (2014) Pepsi Pepsi refresh refresh project: project: A A case case studystudy. . Available Available at:at: https://sites.psu.edu/katie225/2014/07/23/pepsi-refresh-project-a-case-study/ (Accessed: 17 https://sites.psu.edu/katie225/2014/07/23/pepsi-refresh-project-a-case-study/ (Accessed: 17 February 2017).

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Machine, W. (2001). The history of Pe

Machine, W. (2001). The history of Pepsi cola.psi cola. Soda MuseumSoda Museum

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The Pepsi refresh project awards $1.3 Million to support the public’s favorite ideas to refresh The Pepsi refresh project awards $1.3 Million to support the public’s favorite ideas to refresh the world

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