[태그:] marketing

Norton, M., &Avery, J. (2011). The Pepsi Refresh Project: A Thirst for Change. Harvard Business School Marketing Unit Case No. 512-018.

5월 10, 2021

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연구논문

In 2010, for the first time in 23 years, PepsiCo did not invest in Super Bowl advertising for its iconic brand. Instead, the company diverted $20 million to the social media-fueled Pepsi Refresh Project: PepsiCo's innovative cause-marketing program in which consumers submitted ideas for grants for health, environmental, social, educational, and cultural causes. Consumers voted for their favorite ideas, and PepsiCo funded the winners in ...