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<\/a>It’s been a number of years since we have seen any initiative lead by a power brand in the arena of corporate social responsibility. <\/span>This Wednesday, Pepsi launches one of the biggest corporate social responsibility efforts that we\u2019ve seen since the launch of (RED)<\/a> in 2006 with the Pepsi Refresh Project<\/a>.<\/h3>\nGood CSR takes strategic development and an early glimpse tells us that Pepsi has hit a home run.\u00a0 Why?\u00a0 Here’s ten reasons Pepsi looks to have gotten it right.<\/p>\n
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- B<\/strong>rilliant name<\/strong> leveraging what Pepsi is and what the initiative suggests (an innovative, short term experiment).\u00a0 It creates expectations for the new and unthinkable.\u00a0 It allows for evolution of concept.\u00a0 It feels lively and substantial all at the same time.<\/li>\n
- Beautifully executed<\/strong>.\u00a0 The allure of the web site demonstrates this was no Q4 afterthought.\u00a0 Great colors, great graphics, modern, polished and very navigable.<\/li>\n
- Simple. <\/strong> They’ve managed to take a rather complex process and reduce it to content that makes sense and leaves you without questions.\u00a0 Make no mistake, this is really hard to do.<\/li>\n
- Momentum builder<\/strong>.\u00a0 This isn’t a one-time effort.\u00a0 They have invested US $20 million to support this initiative over the course of 12 months.\u00a0 This will create visibility for the brand and will generate hype for the process, the brand and the winning organizations, well beyond campaign time.<\/li>\n
- Understated.<\/strong> Pepsi is doing this instead of a Super Bowl ad spend.\u00a0 Do they fall all over themselves telling you that?\u00a0 No, they focus on the opportunity.\u00a0 That’s finesse. Confidence. Leadership.<\/li>\n
- Scope. <\/strong> This isn’t simply focused on an area where you’d expect Pepsi to focus their CSR efforts.\u00a0 Going beyond water and community issues, the Pepsi Refresh Project paves the way for six different avenues of social impact.\u00a0 Your issues. Your ideas. Your choice.<\/li>\n
- Smart messaging.<\/strong> Consumers are inherently optimistic and respond to positive messages.\u00a0 Yet we are living in difficult times and marketers need to be careful.\u00a0 With “Refresh Everything”, Pepsi manages to communicate a uniquely appropriate brand and product message that aligns with a believable promotional effort that is spot-on relevant.<\/li>\n
- Digital advocacy.<\/strong> Presented online, promoted online, managed online – this campaign will be endlessly sticky with infininte opportunities for leveraging social media.\u00a0 Participants will be given the tools to promote it.\u00a0 There is transparent tracking.\u00a0 This campaign marries the best of social media and entrepreneurial advocacy.<\/li>\n
- Urgency<\/strong>.\u00a0 It is not one giant long-running campaign.\u00a0 It is twelve individual months of contests.\u00a0 There is a stopwatch on the main page that is counting down to launch, to enter, and to vote.\u00a0 And grant winners will receive their funding in an astounding four weeks from each month’s announcement of winners.\u00a0 Pepsi means business!<\/li>\n
- Appeal<\/strong>.\u00a0 This isn’t drippy do-goodersim.\u00a0 This is about Pepsi as the facilitator of actionable ideas.\u00a0 This is about the consumer using Pepsi as the platform.\u00a0 This is relationship building and brand leverage at its best.<\/li>\n<\/ol>\n
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It’s been a number of years since we have seen any initiative lead by a power brand in the arena of corporate social responsibility. This Wednesday, Pepsi launches one of the biggest corporate social responsibility efforts that we\u2019ve seen since the launch of (RED) in 2006 with the Pepsi Refresh Project. Good CSR takes strategic […]<\/p>\n","protected":false},"author":580,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-168758","post","type-post","status-publish","format-standard","hentry","category-news"],"_links":{"self":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts\/168758","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/users\/580"}],"replies":[{"embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/comments?post=168758"}],"version-history":[{"count":0,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts\/168758\/revisions"}],"wp:attachment":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/media?parent=168758"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/categories?post=168758"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/tags?post=168758"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
- Beautifully executed<\/strong>.\u00a0 The allure of the web site demonstrates this was no Q4 afterthought.\u00a0 Great colors, great graphics, modern, polished and very navigable.<\/li>\n