Abstract

In January 2010, PepsiCo Americas Beverages (PAB), a division of the US-based multinational food and beverage company, PepsiCo Inc., started a social marketing campaign – Pepsi Refresh Project – in the United States. PAB had aired its advertisements during the Superbowl every year for 23 years, but in 2010, it decided to use the money for Pepsi Refresh Project to fund initiatives put forth by users to refresh their communities. The case details the campaign and discusses if it was able to achieve the desired results.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• What a cause campaign is
• The role of the social media in non-traditional campaigns
• Traditional advertising Vs. Social media advertising

Keywords

McDonald’s, advertisements, happy price menu, indianized menu