Pepsi Refresh Project
AdAge called the Pepsi Refresh Project "A Case Study for Years to Come".
More than 80 million votes were registered and at its peak 37% of Americans were aware of the Refresh Project. Not a campaign, but a two year movement hinged on the optimism of the country and brand. In 2010, we gave Pepsi's entire marketing budget back to people with good ideas that made their communities better. A first of it's kind for a brand leveraging social media for corporate responsibility. Even the Harvard Business Journal wrote a book about it.