In a bold move, Pepsi dumps the Super Bowl in favor of a social media campaign dubbed the “The Pepsi Refresh Project“. How ironic, another company shifting gears, this one after 23 years of steady advertising. Social Media is the new trend, and it with only get more viral, and popular. The Pepsi Refresh Project has a budget of a whopping $20 million, probably over several month time span, while for one day, Pepsi averaged about $142 Million on Super Bowl Ads.
At a quick glance one would think the Pepsi Refresh Project would be a failure, but you have to realize who they are targeting and why they are targeting who they are targeting. Pepsi is looking towards the future, it’s longevity, interestingly enough most of the participants in the Pepsi Refresh Project are school kids, tomorrows future. Pepsi really played it safe and went for a cost effective altruistic method in implementing and executing their social media strategy. Kudos to Pepsi. Checkout the Refresh Project video below.