Shiv singh, pepsi

Signal Austin: The Leveraging Local ConversationAUSTIN, TX March 10th, 2011

BRAND ENGAGEMENT

The Pepsi Refresh Project

@shivsingh

http://goingsocialnow.com

BRAND ENGAGEMENT

The Philosophy

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Our Ultimate Goal is to Create “Value”

VALUE COMES THROUGH HIGHER PRICE POINTS

TRANSACTIONS

News, novelty, LTOs

Promotions

Sponsorships

HUMAN CONNECTION

Engaging consumers

Purchases from brand loyalists

New lines of revenue

BRAND ENGAGEMENT

Brand Marketing Digital Marketing

Cause Marketing

=Transformational and meaningful marketing impact on mass scale

Pepsi Refresh Project

Bringing three dimensions of marketing together

BRAND ENGAGEMENT

The Results

BRAND ENGAGEMENT

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The Story

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What’s happenedThe Core Program

Time

Month 1 Month 2 Month 3 Month 4 Month 4 Month 5 Month 6

$1.3 million $1.3 million $1.3 million $1.3 million $1.3 million $1.3 million $1.3 million

BRAND ENGAGEMENT

What’s happenedTHE BASIC PROGRAM STRUCTURE

Time

$1.3m $1.3m $1.3m $1.3m $1.3m $1.3m $1.3m

Month 1 Month 2 Month 3 Month 4 Month 4 Month 5 Month 6

BRAND ENGAGEMENT

What’s happenedExpanded for our Retail Partners

Month 3ShopperExtensions

Month 3ShopperExtensions

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Month 1 Month 2 Month 3 Month 4 Month 4 Month 5 Month 6

Time

BRAND ENGAGEMENT

What’s happenedTaken to Celebrities and to Sports

MLB Extensions

Month 3ShopperExtensions

Month 3ShopperExtensions

Month 3ShopperExtensions

Month 1 Month 2 Month 3 Month 4 Month 4 Month 5 Month 6

CelebrityExtensions

Time

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And to help the Gulf recover

Month 3ShopperExtensions

Month 3ShopperExtensions

Month 3ShopperExtensions

Month 1 Month 2 Month 3 Month 4 Month 4 Month 5 Month 6

MLB Extensions

CelebrityExtensions

Do Good for the

Gulf

Time

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2011

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What’s happening in 2011

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Ingredients For Success in 2011

Pop Culture IntegrationOpportunities

2010 successesand momentum

+

Sharper focus on millennials

+Brand Ethos of

ChallengerAnd Fun

+

+

Appropriate game Mechanic elements

+

Dynamic digitalmedia partnerships

+

Value creation for everyone

Branded Entertainmentthinking

+

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More Social, More Fun & More Marketing Impact

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Key Implications

• Marketing is about an intersection of shared values• Turning the economics of advertising upside down• Moving from impressions to real-time experiences• Turns every CMO into a CTO as well• A true mass scale movement and not a campaign

• In 2011 we’re having even more fun

BRAND ENGAGEMENTDon’t miss Monday, March 14th at 5:00pm in the AT&T Center. “Under the hood of the Pepsi Refresh Project”

Thank you,

@shivsingh