Pepsi Refresh Project Presentation

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The document discusses Pepsi's Refresh Everything campaign, including its objectives to refresh how they operate, interact with customers, and impact the world. It outlines the advertising agency TBWA\Chiat\Day, a budget over $2 million without a Super Bowl commercial, and a creative strategy focusing on emotional and rational appeals through collaboration. The media mix is described as using social media and viral marketing heavily, as well as TV, internet, print, and out-of-home advertising. Celebrity endorsements from Demi Moore and Kevin Bacon are also mentioned, along with legal and ethical concerns around voting, winners, corporate social responsibility, and parodies.

Negócios

Elizabeth Edelen, Erin Mackey, Brigid Slattery

http://www.youtube.com/watch?v=srY7Wkl2IbI

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Pepsi Refresh Project Presentation

1. Elizabeth Edelen, Erin Mackey, Brigid Slattery

3. New Logo

4. Pepsi Refresh Project

5. Objectives

6. Advertising Agency

7. Advertising Budget

8. Creative Strategy

9. Media Mix

10. TV

11. Internet

12. Out-Of-Home

13. Celebrity Endorsement

14.

15. New L g

16. http://www.youtube.com/watch?v=srY7Wkl2IbI

17.

18. How they operate

19. How they interact with customers

20.

21. “Disruption”

22.

23.

24. Collaboration with GOOD

25. Appeals

26. Emotional

27.

28. Other forms of media:

29. TV

30. Internet

31. Print

32. Out-Of-Home

33.

34. Advertisements on:

35. AOL

36. Facebook

37. Yahoo!

38. MySpace

39. Twitter

40. YouTube

41. …And more

42.

43.

44. Bus: Shelters, Sides, Interiors

45. Street Furniture

46. Mobile Outdoor Sites

47. Taxi Cabs

48.

49. Celebrity Endorsement: Pepsi and the Super Bowl Rihanna hosted Pepsi’s Super Bowl kickoff VH1 Super Bowl Pepsi XLIV Fan Jam NFL players entered to win grants

50.

51. Voting

52. Winners

53. Ethical

54. CSR?

55.