Instead, says Pepsi spokesperson Nicole Bradley, “In 2010, each of our beverage brands has a strategy and marketing platform that will be less about a singular event and more about a movement.” In this case, the “Pepsi Refresh Project” will pay at least $20 million for projects people create to “refresh” communities.
Seems as if they had this “refresh” idea a while back…
Looks like the big dogs just might be embracing the online power of social media. A Refresh Everything website fires up on January 13 that allows people to list their projects for consideration. Starting February 1, people can vote to determine which projects receive money. Sounds like they’re asking folks to Name That Cause. Good for them. WhatGives!? knows the power of letting those who do the day-to-day work for good causes have a voice in determining where desperately needed dollars are sent. Pepsi estimates the effort will fund thousands of projects and says other businesses will pledge money, too. I hope they have a solid tech and customer service team in place. They are about to be deluged by the passionate people who really make a difference for individual organizations.
I’m sure the Super Bowl XLIV organizers have plenty of willing advertisers lined up to plunk down the necessary millions it requires to be seen during this highly watched sporting event. Meanwhile, we’ll keep watching Pepsi all year long, with our fingers crossed that more companies embrace the simple idea that businesses doing good is good business.
*(Wow, we reached our one-pun-per-post limit before we even started writing the post…)
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Tags: Pepsi, Refresh Everything, Super Bowl XLIV
