Pepsi's Shiv Singh: Oil spill left Gulf communities horribly affected. All talk about environmental implications but not so much talking about people's livelihoods were put in jeopardy. People were
suffering. We created a special summer program around Refresh Everything to solicit ideas to refresh the Gulf community.
Ideas changed those communities.
Initially, these started small,
as year progressed, added on both pop culture and topical relevance = more valuable to us, our consumers and our mktg efforts.
Got amazing amount of PR, conversation media.