Moving marketing dollars from traditional advertising

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The Pepsi Refresh Project: A Thirst for Change

1) Do you agree with Pepsi’s decision to not advertise during the 2010 Super Bowl? Why? What did they gain and what did they sacrifice by moving marketing dollars from traditional advertising?

2) Is the Pepsi brand team focused on the right metrics to measure success? What is the value of consumer engagement?

3) Should the Pepsi brand team continue to fund the Pepsi Refresh Project in 2011? Why or why not? In other words, what are the benefits and risks about Pepsi Refresh Project?

Reference no: EM132214239

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