Pepsi Refresh Project
The Pepsi Refresh Project (PRP) was a 2010 initiative by PepsiCo to award $20 million in grants to individuals, businesses and non-profits that promote a new idea that has a positive impact on their community, state, or the nation. The project is completely separate from the Pepsi Corporate Foundation and uses money budgeted for marketing.[1]
In early 2012, Pepsi abandoned the Refresh Project. One opinion is due to declining market share and falling to third place behind Coke and Diet Coke. [2]
Rules
The PRP began on January 13, 2010 when the website, refresheverything.com began accepting ideas online. In contrast to the extensive requirements of Federal and Philanthropic organizations, the application process did not require skill in grant writing. The rules of the project state that the first 1,000 ideas proposed online each month will be considered for a share of $1.3 million available[3] It took less than a week for one thousand "January" ideas to be submitted and the site stopped accepting ideas.
Voting started February 1, 2010 for the group of ideas proposed during January. On March 1, the first grants were announced[4] in six categories: Health, Arts & Culture, Food & Shelter, the Planet, Neighborhoods and Education.[4]
Up to 32 ideas may be selected every month in each of the following grant segments: $5K; $25K; $50K; and $250k. Individuals, non-profits, and socially beneficial businesses are eligible to compete in all categories.
In September 2010, the Pepsi Refresh Project was criticized for allowing a coalition of progressive, nonprofit organizations called the 'Progressive Slate' to participate in the project, accusing the company of violating its own terms. [5]
If we only talk about the social contribution, Pepsi Refresh Project is a great success. It sponsored 100+ programs, which will be beneficial to the development of communities in various regions.
In terms of social media engagement, Pepsi Refresh Project is also a great success. It generates huge buzz in the social media world and let the participants better know the Pepsi brand. The entire goal of the campaign was to build awareness about the brand and cultivate a long-term relationship with consumers.
However, if we talk about the ROI and increase in the sales the Pepsi Refresh project failed and the reason it failed was because it wasn't linked to the brand or the product. The whole exercise could have come from anyone. 'Refresh Everything' is meaningless and doesn't express anything unique about Pepsi against the rest of the category.
Power votes
Codes printed on Pepsi sodas can be redeemed for "power votes",[6] in a way a hybrid of a loyalty program and crowd funding. The soft drink marketer had placed an alphanumeric code under the caps of Pepsi, Diet Pepsi and Pepsi Max two-liter and 20-oz. bottles, as well as 12-pack and 24-pack carton wraps. Each code was worth between five and 100 votes; participants enter the code on the Power Vote page on the Pepsi Refresh site to find out its worth. Voters may enter up to 10 codes every 24 hours. So if you drink 200 ounces of Pepsi (ten 20-oz. bottles) per day, you can earn up to 1,000 extra votes each day.
NFL
Prior to Super Bowl XLIV, the National Football League website hosted a one-week Pepsi Refresh Project contest for ideas suggested by NFL players. Drew Brees was the winner of the "Super Bowl Refresh Project" with more than half a million votes. A $100,000 grant was given to the Hope Lodge in New Orleans for no-cost housing of cancer patients and families.[7]
Gulf disaster
In response to the Deepwater Horizon oil spill, on July 12, 2010 a special competition was announced within the PRP: Do Good for the Gulf. An additional $1.3 million was committed to projects for communities in Alabama, Florida, Louisiana, Mississippi and Texas which were adversely affected by the disaster.[8] The application period was a full month, the response was overwhelming, and 32 projects were funded with grants,[9] which ranged from providing mental health services for oil disaster victims, to building seafood farms to help employ displaced workers, to creating shelters for animals that lost their homes.[10]
References
- ↑ Howard, Brian Clark: "Pepsi Refresh Project Inspires Kids to Eat Veggies and Puts Solar Panels in New Orleans" The Daily Green, November 15, 2010
- ↑ Craig Bida: "Why Pepsi Canned The Refresh Project" MediaPost, October 29, 2012
- ↑ Ryan, Sean: "This Side Up Campaign competing for $250,000 grant from Pepsi Refresh Project" Richmond Biz Sense, November 10, 2010
- 1 2 "Pepsi Refresh Project Opens First Voting Session to Public With More Than $1 Million To Be Awarded in February for Ideas That Move World Forward" PepsiCo website, Press Release
- ↑ "Pepsi Refresh Contestant Claims Rules Were Broken"
- ↑ "Power Vote". Retrieved 16 July 2011.
- ↑ "Pepsi Refresh Project" NFL.com, February 5, 2010
- ↑ Schwartz, Ariel: "Pepsi Refresh Project's "Do Good For the Gulf" Campaign Takes Off" Fast Company, August 2, 2010
- ↑ "Do Good for the Gulf: Be a Part of Another Winning Team" Refresh Everything website
- ↑ Schwartz, Ariel: "Pepsi Refresh Project Announces Do Good for the Gulf Finalists" Fast Company, September 2, 2010