Refresh Project

Designing a revolutionary campaign that redefined the landscape for how companies engage fans while doing good.

What GOOD did

In 2010 and 2011, Pepsi opted to not buy a Superbowl ad and instead direct $30M towards community grants distributed through a democratic online platform. This program drove hundreds of thousands of submissions, more than 85 million votes, and over three billion earned media impressions in the first year alone. Forbes called the Pepsi Refresh Project one of the best-ever social media campaigns of all time and Harvard Business Review wrote a case study on the iconic initiative. The Refresh website went from 50K visits per month to driving 5MM visits per month. Pepsi gained tremendous cultural relevance and created brand champions and advocates all throughout the U.S.

We worked with Pepsi to develop a platform for customers to take action on the initiatives that were important to them. With videos, editorial content and infographics, we engaged the public in a huge way – 85 Million votes per day! The voting program helped engage the Pepsi community to the benefit of schools, parks, nonprofits, communities and individuals. From park play structures to band uniforms to neighborhood improvement projects, this program had great impact.

As Pepsi’s strategic and operational partner over the 2.5 years from conception through implementation of this massive campaign, GOOD’s team of 25+ worked closely with Pepsi brand marketing and the agency TBWA\Chiat\Day to design all elements of the philanthropic democratic platform. We also advised on all marketing activations, which included editorial copy, infographics, and narrative video segments, as well as user-generated content. Our team also put into place the grant management, ongoing support and reporting systems necessary to put funding into the hands of 900 individuals, organizations and social enterprises.