Instead of spending $20 million dollar at 30 second commercial during the SuperBowl – Bonin Bough, Global Director of Digital and Social Media at PepsiCo made a brilliant move. With the new Pepsi Refresh campaign they redefine traditional relationships in order to engage their customers and deliver on brand promise. The campaign is integrated with other social networks and move the conversation. The big idea behind the campaign is good, but I have my doubts why people should use PepsiCo to refresh the world if there are so many other companies who do the same.
