Pepsi Refresh Project
As part of an integrated Weber Shandwick team, Powell Tate led a number of key components of the Pepsi Refresh Project (PRP), a groundbreaking program in which Pepsi gave away more than $20 million in 2010 to fund good ideas, big and small, that refresh the world. As a part of a multi-agency effort, our team was tasked with building awareness around the PRP, driving participation and generating online conversation through digital strategy and social media execution. Our team also managed local media outreach, working closely with the Pepsi bottler network and the six category Ambassadors for the program.
Throughout the year, our team drove conversations with key digital influencers and bloggers, fostering discussion and providing regular updates on the program. Our team worked with Pepsi leaders to connect with online media at Social Media Week events, and we oversaw PRP’s presence at South By Southwest 2010, where we organized flash panel discussions with leading bloggers and conducted media outreach to showcase Pepsi’s digital activation at the conference. We also supported messaging and strategy for Pepsi’s Facebook and Twitter presence.
To sustain a steady stream of media coverage, our team pursued local outreach each month around targeted Refresh grant recipients. Our efforts have secured coverage across the country, including the Chicago Tribune, Albany Times-Union, Milwaukee Journal Sentinel and network affiliates in top media markets.
We continue to work closely with local Pepsi bottlers to help them amplify local grantee stories, and engage bottlers to support implementation of grants through volunteer opportunities or by providing product at grant-supported events.