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, as a marketing idea it was so big the Harvard Business Journal wrote a book about it.