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Pepsi Taps Consumers to Shake Up Refresh Project in 2011

PURCHASE, N.Y. Jan. 31, 2011

Pepsi has always stood for optimism, challenging the status quo and celebrating the choice of the next generation.  In 2011 Pepsi will take the next step by building on the success of 2010, to fund twice as many great ideas and make this year’s Pepsi Refresh Project even more social.  

Pepsi solicited feedback from the Refresh Everything community through focus groups on Facebook and interviews with grant recipients, and has evolved the project to empower individuals and communities to do more in 2011.

Jill Beraud

Grant Levels

$5,000 to $50,000

New Categories

Starting in April, consumers can submit ideas within four categories: Arts & Music, Communities, Education, and a new rotating category called the Pepsi Challenge. Every three months, Pepsi will rotate the theme of the Pepsi Challenge category. Within these categories, a new challenge will be announced on a monthly basis, in the form of a question that Pepsi is asking America to answer. The Pepsi Challenge will aim to encourage fun ideas that will refresh communities in new and exciting ways.

More Time to Submit

Pepsi is also amending the submission process by accepting project entries during a five-day period at the beginning of each month.  Each month, 1,500 new ideas will be randomly selected for voting, increasing the number of ideas posted to the site.  Staying true to the democratic process, ideas with the most consumer votes will be funded. From May through December, voting opens on the first of each month, and 60 monthly grantees will be announced beginning in June.

More Opportunities to Vote

May 1 to September 30

In partnership with GOOD, the project’s social responsibility partner, Pepsi will continue to provide comprehensive support to Refresh Project grantees. GOOD will continue to work closely with grant recipients to activate their projects, ensure the greatest impact possible, and tell the inspiring, fun stories of grantees making a difference in their communities.  Pepsi will also continue its partnership with Global Giving to administer grant disbursements and monitoring.

February 1 6 a.m. ET

$3.2 million

About The Pepsi Refresh Project

In an effort to support those who generate innovative, optimistic ideas, the Pepsi Refresh Project awards millions of dollars in grants to move communities forward. The Pepsi Refresh Project is an evolution of the Refresh Everything initiative Pepsi launched in 2009, which showed the brand as an optimistic catalyst for idea creation, leading to an ever-refreshing world.  The program has received industry recognition including Biggest Story of the Year by AdAge, Most Imaginative CSR Ad Campaign by Forbes and an OMMA Award for Best In Show, Integrated Online Campaign.

About PepsiCo

$1 billion $60 billion

Media inquiries to:

Melisa Tezanos, PepsiCo Americas Beverages, (914) 253-2599, [email protected]

Lindsay Anthony, Edelman, (212) 704-4585, [email protected] (National Media)

Adrienne Caruso, Weber Shandwick (202) 585-2024, [email protected] (Digital and Local Media)


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