Thursday, 7 January 2010
Pepsi has taken all its Superbowl ad spend and invested it in a bold social media/CSR project. It's called the RefreshEverything project and involves Pepsi giving away sizable more grants to people with the best ideas to improve their community. Pepsi have broken with 20+ years of tradition and 'risked' $20M of tried and tested Superbowl ad cash in a pretty ground breaking initiative.
The initiative goes live on Jan 13th and Pepsi will be giving away $1.3M per month.
IMHO this is a phenomenally brave move by Pepsi and one that I really hope succeeds. I believe spending the money in this way will engage with people in a much more meaningful, deeper and lasting way, than say a glossy TV ad with cool young people skate boarding.