Cunningham, 2014). Once Foursquare members were directed to Pepsi retailers, they were given offers as short-term incentives for the visit. Personal Selling: The purpose of the Pepsi Refresh campaign was to award grants to people that submitted ideas which focused on making the world a better place. PepsiCo was very vocal about the thousands of proposals they were accepting and the numerous ideas that were being funded from their $20 million budget. The company even stated that they wanted to award the full amount by the end of the year-long effort. This was a personal presentation by the company of their results in an attempt to create more knowledge in the heads of consumers, and encourage them to participate. Public Relations: Since public relations (PR) includes sponsorships, special events, press releases, and webpages, it can be stated that PepsiCo definitely used this element in their promotional mix to promote the Pepsi Refresh project. For starters, the company made agreements with organizations such as NBC Universal for paid pitches on the Today Show, and partnered with a music festival South
by Southwest ( Kotler, Armstrong, Trifts, & Cunningham, 2014). They also partnered with two indie bands that would compete against each other in a web-based competition allowing individuals to vote for their favourite one before the event. Lastly, in order to obtain favourable publicity, PepsiCo got Hulu to sponsor an original series called If I Can Dream which gave consumers more to talk about in regards to this campaign. Direct Marketing: Direct marketing strategies aims to connect directly with consumers without any barriers; the idea is to build lasting customer relationships. PepsiCo heavily used social media platforms such as Facebook and Twitter to speak directly to their consumers about the Pepsi Refresh campaign. Question 6: After doing some research online on how professionals in the marketing industry evaluated the results of the Pepsi Refresh campaign, I noticed that the most common point made is that PepsiCo didn’t actually experience an increase in sales as a result. In fact, one article says that the company actually lost about 2.6% of the overall carbonated beverage market, and blue-can Pepsi sales fell by 4.8% (Welborn, n.d.). On the upside though, all admit that Pepsi became the most talked about brand during the 2010 Super Bowl despite choosing not to advertise in it. The campaign also generated around 3 billion audience impressions for the company through social media platforms which allowed it to gain millions of more followers on Facebook and Twitter (Paro, 2014). Most importantly however, the campaign funded hundreds of projects that helped build education
programs for the less fortunate and homeless shelters in local communities; a total of $20 billion was devoted to good causes. This also positively affected PepsiCo’s image because people started to see the brand as being a more community-oriented, and one that really cared about being ‘good’.
- Spring '15
- Marketing, Soft drink, Pepsi Refresh