Business 12th Edition by William Pride,Robert Hughes,Jack Kapoor

Exercise 1

In 2010, Pepsi decided to develop a new social media-based project, called Pepsi Refresh Project, aimed at Millennials and allowing consumers to post ideas for improving their communities. This replaced the $20 million they spent on Superbowl advertising. The project received more than 57 million votes. However, the general consensus was this was not a successful program for Pepsi. Using the Internet for research, answer the following questions:
1. Why do you think the Pepsi Refresh Project was not as successful as the company hoped?
2. Do you think this is a good example of corporate social responsibility (CSR)? Why or why not?
3. How does this CSR example for Pepsi compare with that of its main rival Coca-Cola (see www.thecoca- colacompany.com/ citizenship/index.html)?