Pepsi Refresh Project

Submit a three-page written case analysis (.doc, .docx, or .pdf format, single-spaced) to address the following questions:

Should the Pepsi brand team continue to fund the Pepsi Refresh Project in 2011? Why or Why not?

Is the Pepsi brand team focused on the right metrics to measure success? What is the value of consumer engagement? How should they calculate the value of Facebook fans, Twitter followers etc.?

Do you agree with Pepsi’s decision to not advertise during the 2010 Super Bowl? Should they advertise the project on the 2011 Super Bowl?

Is Pepsi the right brand for a cause marketing program like the Pepsi Refresh Project? Why or why not?