Monday, May 3, 2010

Pepsi Refresh Project Event Recap

The Pepsi Refresh Project
Pepsi Co. and HUGE Inc.
April 28, 2010

Pepsi Refresh Project

-Is NOT a charity/digital program
-Is NOT a campaign
-IS a new way of doing business
-IS a multichannel initiative - PR from Edelman, Promotions from Tracy Locke, Digital from HUGE, etc.

"Not just a brand, but a brand that has made a difference."
-$20mm distributed in different ways
-Grants of different sizes and categories

Program Process: Submit, Vote, Engage
Monthly cycle:
-Submission: 1000 ideas
-1st screening
-Curation campaigning voting
-Winner validation
-Award grant
-Winner management support

-Currently 4 months into the project; first 64 winners have been funded.

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