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Pepsi Employees Break “Refresh” Campaign Rules

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When PRNewser interviewed PespiCo Chief Engagement Officer Frank Cooper on the day of his company’s “Refresh Everything Project” campaign launch, he said “this year it was time to actually walk the talk” in regards to PepsiCo and its social media efforts.

The Refresh Everything Project will dole out more than $20 million over the next year to fund consumer generated ideas that people “believe will make an impact on their communities.”

Pepsi has received mostly positive press for the campaign, however this week it hit a snag.

Via The New York Times:

“Materials submitted by the Joyful Heart Foundation, a charity started by Mariska Hargitay, one of the stars of ‘Law & Order: Special Victims Unit,’ to help victims of sexual assault, were updated by the staff at Pepsi after the submission deadline, which is against the contest rules.”

“That upset some of the contestants who wondered whether Pepsi was doing favors for a celebrity. ‘I can’t edit my own submission, so how did she do it?’ said one contestant, who insisted on anonymity because he did not want to jeopardize his chances of winning.

“We didn’t follow our guidelines to the letter…the bottom line is that we’ve learned from this and we’re moving on,” Jill Beraud, chief marketing officer for the American beverages unit at Pepsi told the Times.

As of today, there are 729 ideas in the running for $1.3 million in funding for this round of the competition.

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