Pepsi has revealed the program details of the 2011 Pepsi Refresh Project, which supports fun creative ideas to move communities forward. In 2011, Pepsi will take the next step by building on the work of 2010, to fund twice as many ideas and make this year’s Pepsi Refresh Project even more social.
Pepsi solicited feedback from the Refresh Everything community through focus groups on Facebook and interviews with grant recipients, and has evolved the project to empower individuals and communities to do more in 2011.
“Consumers spoke up and we listened, setting into motion the vibrant changes we’ve made to the program,” said Jill Beraud, chief marketing officer and president, Joint Ventures, PepsiCo Beverages Americas.[ Also Read: Coca-Cola Invites Kids from the Garden of Dreams ]
In 2011, Pepsi will give out more than a million dollars in grants each month, through 60 grants ranging from $5,000 to $50,000 to bring even more great ideas to life across the U.S.
The number of overall grants awarded each month will almost double compared to last year, daring people to do a little more and allowing more individuals to help bring forth new ideas. Pepsi is introducing four grant tiers: $5K, $10K, $25K and $50K.[ Also Read: Pepsi to Award $20 Million to 400 Winning Ideas ]
Starting in April, consumers can submit ideas within four categories: Arts & Music, Communities, Education, and a new rotating category called the Pepsi Challenge. Every three months, Pepsi will rotate the theme of the Pepsi Challenge category.
Within these categories, a new challenge will be announced on a monthly basis, in the form of a question that Pepsi is asking America to answer. The Pepsi Challenge will aim to encourage fun ideas that will refresh communities in new and exciting ways.[ Also Read: Can Pepsi MAX Conquer the Competition? ]
This year, people will have more opportunities to vote on their favorite ideas. In addition to online voting, people can join the conversation, spread the word and vote for ideas through social platforms such as Facebook, Twitter, the Pepsi Refresh Project mobile app and the text2vote program.
Pepsi will also be introducing power votes from May 1 to Sep. 30, providing consumers another channel to speak up and support the ideas they’re most passionate about. Power votes give consumers the chance to apply extra votes to one idea they like on refresheverything.com by finding special codes on select Pepsi packaging.
Changes to RefreshEverything.com kick off today, Feb. 1.