Pepsi Refresh Project Presentation

The document discusses Pepsi's Refresh Everything campaign, including its objectives to refresh how they operate, interact with customers, and impact the world. It outlines the advertising agency TBWA\Chiat\Day, a budget over $2 million without a Super Bowl commercial, and a creative strategy focusing on emotional and rational appeals through collaboration. The media mix is described as using social media and viral marketing heavily, as well as TV, internet, print, and out-of-home advertising. Celebrity endorsements from Demi Moore and Kevin Bacon are also mentioned, along with legal and ethical concerns around voting, winners, corporate social responsibility, and parodies.