Commentary

Integrated Online Campaign / Beverage (Non-Alcoholic): HUGE / Pepsi / Pepsi Refresh Project 2.0

PEPSI

In 2010, Pepsi debuted the Pepsi Refresh Project, a community-focused platform where you submit ideas and, if accepted, receive a monthly grant. PRP directed more than $20 million dollars to fund 1,000+ great ideas - and received 87 million votes in the process. In 2011, PRP 2.0 awarded twice as many grants - from arts to health to the environment. The site encourages users to participate in their communities, promoting an optimistic, can-do sensibility that embraces Pepsi's spirit. The work isn't selling a beverage; it's selling a philosophy of service.

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