March 4, 2010
Pepsi Refresh Project Goes Viral
In an example of a major consumer goods company using social media to market itself via a sustainability message, PepsiCo’s Project Refresh video has garnered more than 465,000 viewings on Youtube.
The video, which implores consumers to apply for grants for projects related to energy efficiency, the environment and other areas, is part of Pepsi’s refocused marketing campaign.
Earlier this year, Pepsi decided to forego expensive Super Bowl advertising in favor of pushing a message about sustainability via the Web.
In all, Pepsi will be putting $20 million into its Refresh Project. Click here to visit the Refresh Everything Web site.
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Reader Comments
What a great example of forward thinking in the marketing world. Social media is allowing companies to insert themselves into people’s lives. My interest in sustainable living will eventually lead me to search the web for information on being “green”. I will undoubtedly come across Pepsi’s Refresh project and if I feel they provide interesting content, I will tells others about it via Twitter and Facebook. We are finding information about topics we value from companies that have found a way to bring consumers to them. Now Pepsi and others need to turn their projects into our purchases.
Matt Courtland of The Natural Strategy | March 4th, 2010