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Harvard Business Review selects Pepsi Refresh Project as marketing case study

Tuesday, December 06, 2011

This story ran in PEPline, PepsiCo’s global employee newsletter, and is proudly brought to you by a PepsiCo employee or a friend or family member of a PepsiCo employee.

The Pepsi Refresh Project (PRP) has made marketing history as it was recently written into a case study by the Harvard Business Review. The PRP has changed thousands of lives and hundreds of communities across America, and the case study is a testament to the hard work of those PepsiCo associates who contributed.

Since its inception, the PRP has improved the lives of more than 1.4 million people in the U.S., directing more than $23 million to fund over 760 ideas. These ideas have refreshed 152 schools, 74 parks and playgrounds and 26 children's home­­s, shelters and affordable houses. In addition, the project has activated 87,000 new volunteers, directly changed the lives of over 180,000 people and awarded more than $2.5 million to 109 grantees -- all of whom were under 25 years old. 

Beyond the social impact achieved, the PRP has become a digitally engaging platform with more than 6.5 million unique visitors registered on the site and more than 87 million votes cast on www.RefreshEverything.com. Pepsi's Facebook like counts grow organically (from 30,000 to three million) and saw a double-digit jump in key brand indicators with significant increase in favorability, intent and trust along with intent to purchase among millennials. 

As a recipient of 32 prestigious awards -- including recognition as the Top 5 Best Social Media Campaigns of All Time by Forbes.com -- the PRP will now be taught to students for years to come as a Harvard Business Review case study.

Read more about the case study.