2. Type of product or services:
Beverages
Brand:
PEPSI
Campaign Name:
Pepsi Refresh Project
3. What is the
concept chosen
to differentiate
the product or
service?
• Tell the people that
they can help their
community with
providing ideas.
What is the
slogan?
• Thousands of
ideas. Millions in
grants.
5. Target
Audience
• Young adults
and adults.
Desired
Positioning
• Have the
best
beverages.
Key Promise or
benefit
• Pepsi is
giving away
millions to
found great
ideas
Communication
Tone
• Emotional
6. What does it say?
• promote a new idea that
has a positive impact on
their community, state, or
the nation.
How it is said?
• In a very
convincing way to
the people that
want to help.
Whom is it
addressed to?
• To the people
that have ideas to
help their
community
When is it said?
• When you want to help
other people.
Where is it said?
• In every home.