In an unprecedented act, Pepsi chose to apply its $40M of Super Bowl marketing spend to an innovative grantmaking platform that would fuel local ideas to improve communities.
Enso chose to elevate the project from a traditional paid media Super Bowl campaign to a shared mission of local citizens improving local communities, which all of America could participate in. We also developed the overarching campaign, platform, grassroots organizing model, grantmaking process, management team, and ongoing grantee storytelling to amplify the impact of winning ideas.
Hundreds of organizations and people joined the shared mission including Teach for America, City Year, GOOD, Atlas Corps, American Legion, the US Men’s Soccer Team, YMCA, Premal Shah, Reid Hoffman, Kevin Bacon, and Dale Earnhardt.
The campaign earned over 4 billion earned media impressions, 1,000 community projects all across America were funded, and 87 million votes submitted the first year.
The Edelman Good Purpose Study of 2010 showed that Pepsi was the leading brand that came to mind when consumers were asked which brands put as much or more importance on supporting a good cause as making a profit—ahead of Coke, Nike, and Newman’s Own. The Pepsi Refresh Project was listed in Forbes’ Top 5 Social Media Campaigns of All Time.
See more work
Impact InitiativesGrow with Google
What Moves UsUber
Way of a WarrantGoogle
Fire on the HillFire on the Hill
A World of Positive ReturnsOmidyar Network
Universal Right to LiteracyUniversal Right to Literacy
Climate SummitClimate Summit
Eradicating PolioBill & Melinda Gates Foundation
I Will9/11 Day
Juntos dá pra Fazer MaisGoogle Brazil
Google News InitiativeGoogle News Iniative
This is our futureThe Nature Conservancy
Make the web work for youGoogle Small Business
Let's Do This ForGoogle Fiber
Impact ChallengeGoogle Impact Challenge
Bahamas at HeartAtlantis Resort