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.
Read the Harvard Business School case study.
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