The success of the Pepsi Refresh Project has prompted the soft drink maker to expand the program globally to Europe, Latin America, and Asia. Pepsi will continue to fund the Project in the U.S. and Canada, with $1.3 million per month allocated in the U.S. through this year and next.
According to Ad Age, consumer interest in the program continues to rise with 45 million votes cast and 1 million Facebook fans. Still, the story notes that Pepsi’s still not claiming any market share from rival Coke.
Weber Shandwick and Edelman are handling social media surrounding the Pepsi Refresh Project. With so much talk about social responsibility programs (and Richard Edelman’s participation in that conversation), this one provides an interesting case study.
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