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Chapter 14- Pepsi Case Study - Pepsi: Can a Soda Really...

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Pepsi: Can a Soda Really Make the World a Better Place?Summary:The world’s second most demanded soda brand, Pepsi asked what do you care about?Because they wanted to make the world a better place. They believed that a soda – their sodacould make the world a better place. Pepsi Co decided that it’s about time to leave their oldcampaign and there is a need to jump into a leap of new wonders.They had a new campaign that centers on a message that centers on social responsibilityand uses a heavy dose of social media; and this campaign is Pepsi Fresh. Pepsi fresh had itscampaign centered of Pepsi Fresh Project, a project that is committed to award $20million ingrants, ranging from $5,000 to $250,000 to organizations and individuals with best ideas on howwill they make the world a better place.With the Pepsi Fresh campaign, social media made it near to be the heart of PepsiCobecause they have learned to integrate technology with its promotional mix. The campaignhighlighted the fact how much Pepsi Co is spending so much on advertising that even its CEO,IndriaNooyi shifted the one third of the marketing budget to interactive and social media.Although its risky and compelling to leave the high spots profile and spending loads of money ondigital technology for its social-responsibility-centered campaign. Pepsi Co had itsadvertisement, Pepsi Fresh campaign directed to refresheverything.com and hits big networkslike Facebook and Twitter. Even partnering with them for advertisements, but never did Pepsi Coshy the advertisements of using celebrities as endorsers.Pepsi has been known to be the first major brand that made social responsibility as thecenter of its campaign. They had their message out to their consumers very well with the point oftheir purchase with Pepsi soda. Its features and graphics minimized to lowercase and highlights anew Pepsi logo: a large circle with swaths of red, white and blue that replaces any “o” in Pepsi’spackaging and promotional materials. Thus, the birth of “Do Some Good” and “Doing Good101” that the four circles carry.Pepsi’s doing well by doing good really glowed as the Pepsi Refresh project funded fartoo many projects to list down with the goal of not just benefiting for the company itself but alsofor the organizations and individuals who embraces this project.Pepsi had a gamble of its fortune and turned out good. It got the attention of many on itscampaign and still had increase of sales. Pass or fail, Pepsi Co learned much from its first timesocial media and social responsibility campaign. And the Pepsi wants to inform the world thatevery time one drinks a Pepsi, he or she is actually supporting the Pepsi Refresh Campaign.
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Term
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Diet Pepsi, Pepsi Co

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