Digital Strategy

Pepsi Refresh Project

I worked with digital agency Huge in 2010 to define digital and social strategy for the Pepsi Refresh Project. Instead of spending its $20 million marketing budget on Super Bowl advertising, Pepsi awarded grants to individuals, businesses and non-profits to promote ideas that positively impacted their communities. The project won a Cannes Lion and Pepsi jumped from number 16 to number 5 on the Forbes list of the country’s most reputable brands.