I’m seeing some mixed messages in the media about Pepsi’s commitment to its refresh project.
Today, via mashable, I read:
Last winter, we reported that for the first time in 23 years, Pepsi would not have any ads in the Super Bowl. Instead, the company would be spending $20 million on a social media campaign called The Pepsi Refresh Project.
To its purported success, the project garnered more individuals voting than the prior presidential election. (Note: 122,394,724 people voted in the 2008 presidential election.) For the refresh project, that’s quite an impressive number!
Here’s the somewhat contradictory information I read in Adweek:
Pepsi is returning to the Super Bowl with a splash. The cola brand, which sat out this year’s game in favor of its “Pepsi Refresh” project, today disclosed plans to advertise during Super Bowl 2011 with sibling brand Doritos.
So, was it a success? Of course, depends on how you determine what a success is, and without looking into Pepsi’s analytics, I can’t really say. Though I applaud their efforts at cause marketing and innovation, I’m doubtful Pepsi got the ROI out of the program that they desired.
Well done, and not to mention fun!