Wednesday, February 3, 2010

Refresh Everything

Refresh Everything - I Care About...





http://www.refresheverything.com/

As much as I hated the look and feel of the Pepsi rebranding, I think that this is a great idea. Whether or not this was in their plans in their beginning print launch, they initially rebranded Pepsi with their disgusting new logo, and offered to viewers a new chance to look at Pepsi through short phrases like "hope" "lol" and "omg" (genius, I know), replacing the "o" with their lovely new logo.

Since then, they have taken upon the "Refresh Everything" point of view and pushed with the green/changing the world movement. They now target the audience with radio spots and TV commercials asking them to submit to Pepsi their GREAT IDEA, that will change the world or even your own community. The best ideas will be voted in a democratic fashion and then given tons of $$$ to actually follow through with this idea. It's a great way to get the community talking as well as a lot of user participation.

TBWA\Chiat\Day LA, CA
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2 comments:

  1. taiyoholicFebruary 4, 2010 at 11:56 AM

    this japanese band (i forgot which one... have to ask syanne) actually did a music video like this. i wonder if they did it first or if pepsi did it first, but really amazing how they made everything seamless

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  2. 498 Collaborative ProjectFebruary 6, 2010 at 10:58 AM

    Nice example, Josie. Thanks for sharing. I too hated the new Pepsi branding. But they redeemed themselves by their Dear Mr. President campaign. They piggy-backed on the election to leverage this exciting time in history. Nothing wrong with that i think. It's important to note that this was a collaboration between Chiat and RG/A. And remember, RG/A is in South Park:-) Jon

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