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]
More than 80 million votes were registered and, at its peak, 37% of Americans were aware of the Refresh Project.[2]
This project has been the focus of a 2013 Harvard Business School case ("The Pepsi Refresh Project: a Thirst for Change"), describing the process that Pepsi's marketing team, led by senior marketing director Ana Maria Irazabal, went through to come up with this idea.[3]
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.[4]
^Howard, Brian Clark: "Pepsi Refresh Project Inspires Kids to Eat Veggies and Puts Solar Panels in New Orleans" The Daily Green, November 15, 2010
^"History of advertising: No 185: The Pepsi Refresh Project".
^Michael I. Norton, Jill Avery, The Pepsi Refresh Project: a Thirst For Change, HBSP 512018-PDF-ENG
^Craig Bida: "Why Pepsi Canned The Refresh Project" MediaPost, October 29, 2012
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Book-a-Zine Project.[citation needed] Bradley was a campaign spokesperson for Pepsi's "Refresh Everything" project and was hired by Pepsi as Training...
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