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Back in 2010, PepsiCo opted to shift gears, abandoning its traditional marketing approach and instead embark on an entirely new marketing strategy entitled the Pepsi Refresh Project. Read the case study provided and subsequent article (see links that follow or download from the Course Resources section on this page) along with any additional reading you choose.  In hindsight, what are the some of the key learnings from the Pepsi Refresh project that can guide IMC campaigns going forward?

GrabCar had been launched in July 2014 but had not gained any traction. The Grab team was also hesitant to market it much as they were concerned about the potential ire of the taxi drivers. The internal debates carried on—and by the time Grab decided to commit to developing GrabCar (whatthe business would call its second ‘vertical’ or business line after taxis), it had lost about a year to Uber growing its presence in the region. Gill evaluated, “Can you imagine, if we had gone all-in early on, we probably wouldn’t have to fight this war with Uber.” A year later in 2015, Grab set up a separate team to manage GrabCar, a new dedicated team whose sole mission was to grow the vertical. The product and engineering team, which was centralised, started prioritising features in the app that would be beneficial for GrabCar users. One of the key new features of GrabCar was job assignment for drivers. Taxis followed a bidding system that mirrored that of the radio call centres. The jobs were…

Based on Best Global Brands 2022: How has Apple achieved being number one in its high brand value and what can it do to continue it's growth in brand value for the future?