Pepsi Hit Refresh

In January 2010 Pepsi takes to the streets with one of the heaviest weight outdoor campaigns in Australia’s history: Hit Refresh.
Hit Refresh introduces the evolution of the renowned Pepsi globe logo with a massive outdoor campaign hosted by newly announced MTV VJ Erin McNaught and stable mate Darren McMullen.

Hit Refresh outdoor advertising encompasses large format billboards, bus shelters, street furniture, bus sides, bus interiors, mobile outdoor sites and will run from the first week of January to mid February.
While the outdoor headlines the campaign, the core of Hit Refresh is a partnership with youth channel MTV and a social networking based scavenger hunt, as well as online media, in-store media, in-store promotions and product sampling.
Through the MTV partnership, the pay TV channel has created and produced multiple television commercials (1 x 60, 2 x 30, 2 x 15 second). The Hit Refresh commercials launch from 1 January 2010 on MTV, VH1, Network Ten and Nine’s digital GO! Channel.   In the spots, MTV VJs Erin McNaught and Darren McMullen literally “Hit Refresh” by being transformed into a different scene each time they Hit an oversize Pepsi logo, or “Refresh” button.
The commercials support the HitRefresh.com.au website, the hub of a social network scavenger hunt via which consumers can win one of 101 Pepsi Refresh Cards loaded with $250 to “Refresh their world” however they choose – be it their style, lifestyle, destination, tunes, social life.
With over $25,000 worth of Pepsi Refresh EFTPOS cards up for grabs, the “Hit Refresh to Win” promotion takes place through 101 hunts over 40 days in 8 cities around Australia starting from 4 January and requires consumers to follow Pepsi’s twitter or Facebook pages.  Winning a hunt requires a consumer to locate and be the first to “Hit” the Pepsi Refresh button by following clues “tweeted”  & “Facebooked” during the hunt by a Pepsi team member, known as a Pepsi Refresher.
HitRefresh.com.au aggregates the Pepsi Twitter and Facebook sites in a single location to give consumers the opportunity to schedule hunts in their area and follow the clues. The activity is further supported with online media as well as street activations.
At a retail level, In-store media extends the reach of the outdoor into the retail environment both in and outside stores such as Coles, Woolworths, Caltex and 7-Eleven. PepsiCo Beverages business partner Schweppes Australia has activated account specific support and promotions in Coles, Coles Express, Woolworths, Woolworths Petrol Plus and 7-Eleven.  These will run in conjunction with a traditional route (up and down the street) trade promotion offering the chance to win a share of $25,000 in instant prizes.
Australia is the first PepsiCo International market to launch the new look Pepsi trademark across the four Pepsi brands – Pepsi Max, Pepsi, Pepsi Light and Pepsi Light Caffeine Free. The new look packs started appearing on Australian shelves in October 2009 and are a major update to the Pepsi globe which was created during the World War II period.
In the US, the new look Pepsi was launched a year ago during the American Presidential inauguration.  A year on, the latest US campaign – ‘Pepsi Refresh Project’ launches 1 February 2010.
The latest iteration in the Refresh Everything campaign sees Pepsi pull its entire Superbowl budget - a staggering US$20 million - in favour of a CSR initiative.  The move will mark the end of a 23 year investment in the game. The Refresh Project is a US-based campaign set up to reward those with big ideas for improving communities across the areas of health, arts and culture, charity, ecology, neighbourhood and education.

The campaign website will launch officially on January 13th on which users can submit their big ideas. From February 1st the public can cast their vote to decide the most worthy causes. Grants will then be awarded up to the total value of $1.3m per month over the course of the year.

The project will also be closely tied with an online reality show titled 'If I Can Dream' which will track five youngsters trying to crack Hollywood. Frank Cooper, SVP and chief consumer engagement officer, Pepsi-Cola North American Beverages said the show, which will be aired across Hulu and MySpace 'is one of many innovative ways the Pepsi Refresh Project will be featured in the digital space'.

The campaign follows the announcement by Pepsi that it will increase online advertising by 60% from 2009 expenditure. Cooper went on to say 'In 2010, each of our beverage brands has a strategy and marketing platform that will be less about a singular event, less about a moment, more about a movement'. 
Website www.HitRefresh.com.au
Twitter http://twitter.com/Pepsiaustralia
Facebook http://www.facebook.com/PepsiAustralia