Preview

Project

Best Essays
Open Document
Open Document
3974 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Project
Running head: CASE STUDY: THE PEPSI REFRESH PROJECT Case Study: The Pepsi Refresh Project Emily M. Kamischke Elon University

1

Author Note Emily M. Kamischke, Masters of Interactive Media, Elon University Correspondence concerning this article should be addressed to Emily Kamischke, ekamischke@elon.edu

CASE STUDY: THE PEPSI REFRESH PROJECT

2

Abstract This study aims to describe the successes and failures of the Pepsi Refresh Project and corresponding implications for other corporate social responsibility (CSR) projects seeking to employ information and communications technology (ICT) competitions, crowdsourcing and social media narratives as a means for production of ideas or tasks. The Knight Foundation’s (2009) seven key components of ICT competitions will be used as a framework to review the project and from there analysis of the project will take place using industry information and reviews. Lastly, implication for other ICT competitions will be discussed. Overall, this study explores the Pepsi Refresh Project’s effect on sales and corporate loyalty of consumers for the PepsiCo brand through consumer corporate trust generation.

CASE STUDY: THE PEPSI REFRESH PROJECT

3

Case Study: The Pepsi Refresh Project

The purpose of this investigation is to complete a case study of the Pepsi Refresh Project and from it devise high impact practices for its application to other corporate social responsibility (CSR) projects. The Pepsi Refresh Project was started in February 2010 using dollars annually used for Super Bowl advertising by PepsiCo and instead directed towards a grant-funding program to find solutions in betterment of communities (Pepsi, 2011a). The project utilized crowdsourcing for both submission and judging. The study will use The Knight Foundation 's (2009) seven key components of information and communications technology (ICT) competitions to break down the project and discuss crowdsourcing in the literature review.


References: (2010, December 16). PepsiCo seeing success with Pepsi Refresh Project. Beverage World. Retrieved from http://www.beverageworld.com/index.php?option=com_content&view =article&id=38699:pepsico-seeing-success-with-pepsirefresh-project&catid=3:dailyheadlines&Itemid=173 Esterl, M. (2011, March 17). Diet coke wins battle in cola wars. Wall Street Journal. Retrieved from http://finance.yahoo.com/family-home/article/112372/diet-cokewins-battle-in-cola wars Groeger, L. (2011, July 26) For ‘creativity,’ just add ‘crowd’. Retrieved from http://www.wired.com/epicenter/2011/07/creativity-crowd/ Heckadon, D. (2010, December 27). Critical success factors for creating and implementing effective social media marketing campaigns. Retrieved from http://ssrn.com/abstract=1734586 Howe, J. (2006, June), The rise of crowdsourcing. Retrieved from http://www.wired.com/wired/archive/14.06/crowds.html Martinez, J. (2011, January). Every channel has its thorns. Customer Relationship Management, 15(1), 16. Retrieved from http://web.ebscohost.com/ehost/pdfviewer/pdfviewer?sid=ba02d71c3572-4f8b-b786bafbb3599869%40sessionmgr10&vid=1&hid=10 Millard, D., Hargood, C., & Weal, M. (2011). Social media and emergent organizational narratives. Retrieved from http://nht11.ecs.soton.ac.uk/papers/16-dmillard.pdf Nickerson, J., & Monroy-Hernandez, A. (2011, February 22). Appropriation and Creativity: User Initiated Contests in Scratch. Hawaii International Conference on System Sciences, IEEE Press. doi:10.1109/HICSS.2011.75 CASE STUDY: THE PEPSI REFRESH PROJECT   16 PepsiCo (2011a). Pepsi Refresh Project. Retrieved from http://www.refresheverything.com PepsiCo (2011b). How it works. Retrieved from http://www.refresheverything.com/howit-works PepsiCo (2011c, July 7). Doing good one idea at a time. Pepsi Refresh Project. Retrieved from http://www.refresheverything.com/docs/Grants_Status_Fact_Sheet_7_22.pdf Raudenbush, J. (2011) An exploration of publics ' understandings of corporate social responsibility, shared values, and the pepsi refresh campaign. Retrieved from Digital Repository at University of Maryland, http://hdl.handle.net/1903/11680 Seabrook, J. (2011, May 16). Snacks for a fat planet. The New Yorker. Retrieved from https://media.scoopreprintsource.com/CondeNast/5720CN_PepsiCo_051713.pdf The Knight Foundation. (2010, January 20). Media, information and communication contests: An analysis. Miami, FL:http://www.knightfoundation.org/publications/mediainformation and-communication-contests-analy Zmuda, N. (2010, September 7). Pepsi expands refresh project. Advertising Age. Retrieved from http://adage.com/article/news/pepsi-expands-refreshproject/145773/
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Powerful Essays

    Favorite Brand Paper
    • 1366 Words
    • 5 Pages

    Favorite Brand Paper

    Coca-Cola is an exceptional brand because it has created its success with effective marketing tools. First, Coca-Cola incorporates social responsibility to their business. Social responsibility is a company’s obligation to improve its positive effects of society and reduce its negative effects (Perreault et al. 2011). Coca-Cola has mastered this concept by making positive improvements to lessen the effects of production on the planet. The company has prevented 5M metric tons of carbon dioxide…

    • 1366 Words
    • 5 Pages
    Powerful Essays
    Read More
  • Better Essays

    Starbucks
    • 1215 Words
    • 5 Pages

    Starbucks

    Bruhn-Hansen, S. (2012), Corporate Social Responsibility – A case study of Starbucks’ CSR communication through its corporate website, au, available at: http://pure.au.dk/portal-asb-student/files/45282206/BA_Thesis.pdf (accessed on October 31, 2012)…

    • 1215 Words
    • 5 Pages
    Better Essays
    Read More
  • Powerful Essays

    Evaluating Social Media Marketing
    • 5061 Words
    • 21 Pages

    Evaluating Social Media Marketing

    References: (2010). Pepsi Gets Into The Thick Of Things: WWD: Women’s Wear Daily. Retrieved on August 20, 2012 from http://www.ebscohost.com…

    • 5061 Words
    • 21 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Clif Bar Marketing Plan
    • 7175 Words
    • 29 Pages

    Clif Bar Marketing Plan

    References: All Business. (n.d.). Metrics for measuring ad campaign effectiveness. Retrieved from http://www.allbusiness.com/marketing/advertising/1415-1.html#axzz2LCmWIE8E. American Association of Advertising Agencies. (n.d.). Creative jobs. Retrieved from http://www.aaaa.org/agency/compensation/resources/jobs/Creative/Pages/default.aspx. Beverage Industry. (2012, May 1). Odwalla smoothies for kids. Retrieved from http://www.bevindustry.com/articles/85450-odwalla-smoothies-for-kids. Bouchard, M. (2011, April 27). Most Americans are health-conscious, but behavior varies by age. Harris Interactive. Retrieved from http://interactiveness/NewsRoom/HarrisPolls/ tabid/447/ctl/ReadCustom%20Default/mid/1508/ArticleId/762/Default.aspx. Callahan, M. (2010, July 20). 7 energy bars that deliver. Retrieved from http://shine.yahoo.com/shine- food/7-energy-bars-that-deliver-2073183.html. Clif Bar & Company. (n.d.). Retrieved from http://www.clifbar.com/. CSP. (2011, December 24). Market share by nutrition-bar manufacturer. Category Management Handbook. Retrieved from http://www.cspnet.com/sites/default/files/magazine/ article/pdf/CMH12-snacks-snack%20bars.pdf. Euromonitor International. (2012, May). Country report: Fruit/vegetable juice in the U.S . Retrieved from http://www.euromonitor.com/Fruit-vegetable-juice-in-the-us/report. Hennessey, R. (2011, October 13). How to evaluate your marketing campaign. Retrieved from http://www.mymarketingdept.com/Small-Business-B2B-Marketing-blog/bid/ 100716/How-to-Evaluate-Your-Marketing-Campaign. Hyde, P. (2011, May 18). Clif Bar wins with well-conceived PR campaign. Retrieved from http://www.pivotcomm.com/how-to/clif-bar-wins-with-well-conceived-pr-campaign.…

    • 7175 Words
    • 29 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    The Pepsi Refresh Project
    • 1724 Words
    • 7 Pages

    The Pepsi Refresh Project

    Purpose: Pepsi way of using another avenue in selling their brand product to the public. The Pepsi Refresh Project obligated to make $20M in grants toward social innovation projects selected and voted by the public underneath the signature “refreshing ideas that change the world.” Completed in a 10-month time, Pepsi earned 400 grants from $5,000 to $250,000, the funding creativity started from school dance to pet cause programs, one young teenager came up with the idea to install Plexiglas windshields for an aerodynamic and fuel efficient school bus. Smart.…

    • 1724 Words
    • 7 Pages
    Powerful Essays
    Read More
  • Better Essays

    Assignment 4: Internet Technology, Marketing, and Security
    • 1804 Words
    • 8 Pages

    Assignment 4: Internet Technology, Marketing, and Security

    The purpose of this assignment is to “evaluate the reasons Social Media Marketing has become exceedingly popular among businesses of all sizes. Analyze the advantages and disadvantages of Social Media Marketing for business entrepreneurs. Assess how Social Media Marketing is helping Pepsi gain more customer insight than it would have otherwise. Research two (2) other businesses that have used Social Media Marketing to their advantage. Discuss how each of these businesses has utilized Social Media Marketing and provide examples with your discussion. Speculate what impact Social Media will have business over the next decade and identify what skills you need to improve to take advantage of the changes (Boone, Kurtz, 2012).”…

    • 1804 Words
    • 8 Pages
    Better Essays
    Read More
  • Powerful Essays

    Why Crystal Pepsi and Others Failed
    • 1403 Words
    • 6 Pages

    Why Crystal Pepsi and Others Failed

    April 13th 1992, PepsiCo introduced an exciting change to its popular Pepsi product in the test cities of Providence, Denver, and Dallas and called it Crystal Pepsi. This is believed by many to have been one of the best ideas that PepsiCo had ever came out with, as they simply removed any and all coloring from Pepsi, creating a healthier and visually stimulating product. During the 1980's, Madison Avenue advertisers created one of our society's most aberrant spectacles yet, the pinnacle of decades of pop culture and advertising prowess, The Cola Wars. In our technological, media-driven, consumer-happy, and product-driven culture, selling and consuming soda has certainly become one of our biggest American pastimes. Coca-Cola and PepsiCo squared off for decades in various advertising coups trying to sell more soda to the already overly indulgent American public. A seemingly easy goal, but these companies have tried everything from using pop-stars, bold and daring challenges and most recently the chance to win a billion dollars on national television just for drinking their products. Throughout the…

    • 1403 Words
    • 6 Pages
    Powerful Essays
    Read More
  • Good Essays

    Cause-Related Sports Marketing
    • 544 Words
    • 3 Pages

    Cause-Related Sports Marketing

    To fight with increased competition and consumer recognition and loyalty, companies are continuously striving to differentiate themselves from others. As a result, many companies are turning to the use of cause-related marketing (CRM) as promotional tool. Though in an article of Pharr and Lough (2012) social marketing programs were identified significantly more important than cause-related marketing in the sector of cause-related sports marketing,cause-related marketing (CRM) is performing as subsumed under corporate social responsibility (CSR). CRM has changed itself over the years and includes a wide range of activities from simple agreements to donate a percentage of the purchase price for a particular item toa charity for a specific project, to longer, more complex arrangements. CRM actually began quite recently, in…

    • 544 Words
    • 3 Pages
    Good Essays
    Read More
  • Good Essays

    Nestle Corporate Social Responsibility Case Study
    • 1116 Words
    • 5 Pages

    Nestle Corporate Social Responsibility Case Study

    “CSR aims to insure that companies conduct their business in a way that is ethical, this means taking account of their social, economic and environmental impact and consideration of human rights”. Nowadays it is very vital that companies play a role in giving back to the community in order to enhance its ethical reputation. We decided to take Nestlé as the example of a company that is well known for its CSR activities. Firstly, Nestlé has a dedicated team that handles the CSR activities, in which they refer to it differently as CSV (Creating Shared Value) rather than CSR; this indicates how Nestlé considers it a fundamental factor to their success. The CSV activities in Nestlé covers…

    • 1116 Words
    • 5 Pages
    Good Essays
    Read More
  • Good Essays

    Ben and Jerry's Case Study
    • 1058 Words
    • 5 Pages

    Ben and Jerry's Case Study

    What makes a company great? Is it constant financial growth year after year? Is it producing a product that is known and recognized in millions of households around the world? Or is it being socially conscience while still providing a cost effective product? With Ben and Jerry’s ice cream company, it’s not enough to just be financially successful; they also strive to be socially successful. Ben and Jerry’s want more from their alliances with wholesalers, franchisees, and international partners than simply earning profits. They want to team up with companies that will be socially active and take into consideration the impact they will have in society and the environment when making business decisions. Despite Ben and Jerry’s noble intentions, there is potential for channel conflict developing. These conflicts include different cultural views, and foreign government procedures. Even with these issues, Ben and Jerry’s existing channel is an ideal one because of the many social objectives the company is trying to help the world solve.…

    • 1058 Words
    • 5 Pages
    Good Essays
    Read More
  • Powerful Essays

    Marketing Strategy Analysis: Dove Milk Chocolate
    • 2849 Words
    • 8 Pages

    Marketing Strategy Analysis: Dove Milk Chocolate

    Lamb, C. W., Hair, Jr., J. F., & McDaniel, C. (2012). Marketing 5. Mason, OH: South-Western, Cengage Learning.…

    • 2849 Words
    • 8 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Ben and Jerry Case
    • 4501 Words
    • 19 Pages

    Ben and Jerry Case

    Ben & Jerry’s prides itself on being a socially responsible company that respects and acknowledges its community roots. The company’s corporate mission statement is compiled from three separate but interrelated mission statements spanning product quality and integrity; achievement of financial goals and profitable growth; and social activism (Ben & Jerry’s, 2006; see Appendix A). Ben & Jerry’s takes care to adhere to these values to guide their business operations. However, one of the major concerns raised by the Ben & Jerry’s…

    • 4501 Words
    • 19 Pages
    Powerful Essays
    Read More
  • Good Essays

    Project
    • 799 Words
    • 4 Pages

    Project

    The exquisiteness of the material and the sophistication of the carving indicate that it was created by the exclusive guild of royal ivory carvers for the king. This exquisite piece is made out of ivory, iron and cooper. This piece also contains pieces of inlaid metal and elaborate coral carvings. The piece dimensions are as followed; H. 9 3/8 x W. 5 x D. 3 1/4 in. (23.8 x 12.7 x 8.3 cm). The mask is a sensitive human idealized portrait, depicting its subject with softly modeled features. This piece is framed with an elegant tiara-like coiffure and openwork collar. The pupils were inlaid with iron metal, the forehead has carved scarification marks and also she is wearing bands of coral beads below the chin. In the necklace you can see miniature motifs that represent heads of the Portuguese soldiers depicted with beards and flowing hair. In the crown tiara-like coiffure are carved more Portuguese heads alternated with figures of stylized mudfish, which symbolizes Olokun, the Lord of the Great Waters. You can see that some of the necklace portion is damage or missing and this could be due to the age and fragility of the coral.…

    • 799 Words
    • 4 Pages
    Good Essays
    Read More
  • Better Essays

    project
    • 914 Words
    • 4 Pages

    project

    You must define the asset or policy with sufficient detail to justify your assessment. Your assessment must include:…

    • 914 Words
    • 4 Pages
    Better Essays
    Read More
  • Powerful Essays

    Nike CSR
    • 3190 Words
    • 11 Pages

    Nike CSR

    This report seeks to analyse the strategic Corporate Social Responsibility (CSR) policies implemented by the organisation Nike when faced with an issue, to critically assess the effectiveness of these policies and lastly to offer recommendations.…

    • 3190 Words
    • 11 Pages
    Powerful Essays
    Read More

Related Topics