Strategy
Edelman and worked with Pepsi and agency partners to ate a strong communications plan drive media and voting around the launch f PRP
- Create intellectual capital around ideas come from"; position Pepsi where as a credible motivator to empower the everyday American to be the next social entrepreneur
- Cast a national spotligh on the implementation of ideas for refreshing change t diversion of funds to implement the Project by announcing the
- Collaborate with employees, bottling and retail partners to generate local news angles, drive awareness
- Raise awareness and increase participation at grassroots level through Hispanic and English language press
-Promote RefreshEverything.com as the online destination; encourage individuals to submit ideas and vote
-Encourage online engagement with the Project on Facebook or on Twitter
-Develop national partnerships t raise broad awareness of the Project to tell stories of Project impact and reach.