Ad Lounge’s Trina Boos connected recently with Nathania Dashner, Marketing Manager of Pepsi Canada, to get some more insight into the Pepsi Refresh project and what we can expect from her presentation at meshmarketing.
Can you sum up the Pepsi Refresh project for those who don’t know what it is?
In an effort to support those who generate innovative, optimistic ideas, the Pepsi Refresh Project (www.refresheverything.ca) will award more than $1 million to move communities forward in a positive way. Beginning on June 1, 2010 and continuing through 2011, individuals and organizations can apply for grants to benefit a variety of projects, and site visitors can vote for the best ideas for funding. The Pepsi Refresh Project is an evolution of the Joy It Forward initiative Pepsi launched in 2009, which showed the brand as an optimistic catalyst for idea creation. Pepsi is funding projects that make a difference in six categories: Health, Arts & Culture, Food & Shelter, The Planet, Neighborhoods and Education.
What are the objectives of the Refresh project?
The goal of the Pepsi Refresh Project is to empower people to move their communities forward. People submit the ideas and vote for the ones that they think should be funded. This is the people’s project; it’s in their hands.
What are some of the key ingredients that made this campaign such a success?
We are devoting our attention to helping move peoples’ ideas from wishful thinking to reality via the Pepsi Refresh Project. People’s passion for their own idea’s and the effort that they put into self campaigning has made this a success. We have enabled Canadians to take charge and create change in their own community. Consumers are always looking for new and interesting ways to empower themselves.
At meshmarketing, what can attendees look forward to as you go further in depth into this successful campaign?
My presentation at meshmarketing will include:
– step by step program mechanics on the program and what makes it work.
– Success drivers in this campaign.
– Learning’s and things we would do differently, looking back.
– Tips on engaging consumers in the social world.