Social-Media Experiment Becomes Full-Blown Global Marketing Strategy
NEW YORK (AdAge.com) -- Less than a year ago, Pepsi caught consumers and the advertising industry off guard with its announcement that it would bypass the Super Bowl in favor of a cause campaign, Pepsi Refresh Project. At the time, the effort was considered a social-media experiment, a test case that could shape the way other major companies approached marketing.
No longer.
Today, Pepsi officially moves past the experiment stage, with the announcement that it will expand the Pepsi Refresh Project to Europe, Latin America and Asia, as well as continue to fund the project in the U.S. and Canada. "When you look at the powerful movement that we are creating, there's no question that we have on our hands something big," said Ami Irazabal, marketing director at Pepsi. "Good ideas need to expand. They cannot be encapsulated, especially when something is working for the brand."
Value is the only commonality in an increasingly complex, challenging and interdependent world.