Andrew Katz, senior brand manger that refreshes the world, Pepsi-Cola Marketing, told OMMA Global attendees in San Francisco that it's no longer about pop culture. With the decentralization of
information having a Britney Spears commercial isn't important any more because you can get information on her 24/7. In 2010 it's about activating brand behavior through Pepsi's campaign the Refresh
Project. People submit ideas online. It's about crowdsourcing. Pepsi gives away $1.3 million monthly for these ideas. But it's not about the money, Katz says, it's about impact of the social return on
investment. The effectiveness and success of campaign will confirm success.