Ivey Publishing
Pepsi Canada: The Pepsi Refresh Project
Product Number:
9B11A039
Publication Date:
09/22/2011
Revised Date:
06/07/2012
Length:
12 pages (8 pages of text)
Product Type:
Case (Library)
Source:
Ivey
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.
Learning Objective:
There are several topics that can be discussed with this case:
  • Advertising and corporate social responsibility.
  • New marketing campaigns.
  • Non-traditional advertising.
Issues:
Disciplines:
Entrepreneurship,  Marketing,  General Management/Strategy
Industries:
Manufacturing
Setting:
Canada, Large, 2011
Intended Audience:
Undergraduate/MBA
Price:
$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download
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