Pepsi Refresh Analysis Essay

A Thirst for throw For decades, PepsiCo beverages have had success in capturing much foodstuff share of the quiet drink industry through fascinating advertising causal agencys. Their campaigns revolved nigh the idea that Pepsi was a drink for the young and young at heart. The advertisements were modify with optimism and aimed to bring people together in some way. At the rick of the twenty-first century, Pepsi was challenged with the fact that people were simply drinking less tonic water to switch to healthier options.In response to the start, Pepsi began to expand its product portfolio by including healthier alternatives to the sugar-filled soft drink. Although it was a good attempt to conform to the to a greater extent health-conscious world, this new focus hindered the attention that was given to their money-making products. Pepsi knew they had to appeal to their audience as more than just a soft drink brand. The problem was how do to so. They began to follow the sentiment s of the country and focus on making a potpourri for the better of society.First they launched the renovate Everything campaign, which gave Pepsi a voice and then the Pepsi Refresh Project, which put that voice to action. The project, which aimed to increase brand equity, earned them an award at the International Advertising Awards but failed to increase sales or foodstuff share. Even though the project was successful it was not selling product, which in the end was the main goal. The Pepsi Refresh Project took advantage of one of the lodges best strengths, brand awareness.People knew about Pepsi and were interested in what they were doing to better the society around them. Pepsi saw this new project as an opportunity to establish a point of difference from their biggest competitor, Coca-Cola. They believed that the new amicablely conscious America was a threat to their industry and had to combat the issue by giving in and helping out. Through social-media and traditional publi city as well as various public relations, Pepsi was able to stimulate 3. 24 billion media impressions, estimated to be worth $66 million in earned media value, with the Pepsi Refresh Project.Because much of their promotion was done through social networking, Pepsi added 3 million Facebook fans and 53,000 Twitter followers. They also advertised via commercials on NBC, ABC, Fox, MTV, Spike, and ESPN and had fall guy ads in People and Parade magazines. For public relations, they encouraged celebrities to participate in the program and offered grants to help their cause. Even with all of the success in confederation of the program, the numbers that really mattered were not increasing. Pepsi sales dropped 4. 8% while market share also decreased.Ultimately, Pepsi believed that long-term brand equity was gained but was faint whether to continue the project. They could not go another year spending the aforementioned(prenominal) amount of money on the Pepsi Refresh Project without their sales increasing. In my opinion, Pepsi broadened the way people think about them as a club and for that, the project was a success. I do not think that keep this project would be beneficial and they should lend their focus to creating a campaign that drives sales now that they have an even stronger brand equity and awareness.