Pepsi readies its Refresh campaign after ditching the Super Bowl

PURCHASE, NY: PepsiCo has launched a multimedia campaign with a robust social media component to support its Pepsi Refresh Project, in which the soft drink company has allocated $20 million toward funding consumer projects.

“The program is really an evolution of the Refresh Everything initiative we launched in 2009,” said Bonin Bough, director of social media at PepsiCo. “We really think of this as a social engagement program, and believe it is the first of its kind especially of this ...