Pepsi Canada: The Pepsi Refresh Project
(8 pages of text)
Pepsi Canada has developed and launched the Refresh Project, a campaign to fund socially beneficial ideas developed by individuals, businesses, and non-profit organizations. Each cycle — approximately two months in duration — will see interested parties submit ideas. Pepsi Canada relies on visitors to its website, www.refreshingeverything.ca, to vote on the best ideas. During every cycle, approximately $1 million is available for distribution. While Pepsi Canada’s management has been very supportive of the initial cycle, an analyst is wondering how this corporate social responsibility initiative will have an effect on the bottom line.
There are several topics that can be discussed with this case:
- Advertising and corporate social responsibility.
- New marketing campaigns.
- Non-traditional advertising.
Canada, Large, 2011
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