Shared Mission: Empower America to Refresh Its Communities

starting place

In an unprecedented act, Pepsi chose to apply its $40M of Super Bowl marketing spend to an innovative grantmaking platform that would fuel local ideas to improve communities.

what we did

The enso team (prior to enso) developed the overarching campaign, platform, the grassroots organizing model, the grantmaking process and its management team, and ongoing grantee storytelling to amplify the impact of winning ideas.

World Value℠ impact

By elevating this from a traditional paid media Super Bowl campaign to a shared mission all of America could participate in, there were over 4 billion earned media impressions, 1,000 community projects all across America were funded, and 87 million votes submitted the first year. Hundreds of organizations and people joined the shared mission and included Teach for America, City Year, GOOD, Atlas Corps, American Legion, the US Men’s Soccer Team, YMCA, Premal Shah, Reid Hoffman, Kevin Bacon, Dale Earnhardt, etc. The Edelman Good Purpose Study of 2010 showed that Pepsi was the leading brand that came to mind when consumers were asked which brands put as much or more importance on supporting a good cause as making a profit—ahead of Coke, Nike, and Newman’s Own. The Pepsi Refresh Project was listed in Forbes’ Top 5 Social Media Campaigns of All Time.

Read the Harvard Business School case study