DECADES ago, consumers were invited to “be sociable, have a Pepsi” Now the brand wants to invite consumers to help Pepsi support social causes — and will use social media like Facebook and Twitter to help spread a message.
Pepsi-Cola is formally introducing on Monday an ambitious campaign named the Pepsi Refresh Project, aimed at doing well by doing good. The brand is dedicating at least $20 million through the end of the year for donations to local organizations and causes proposed by the public in realms like health, arts and culture, the environment and education.
Ideas for Pepsi Refresh grants can be submitted each month to a Web site (refresheverything.com), where computer users can subsequently vote on the ideas suggested during the previous month. More details are to be disclosed on Monday as a media blitz begins with an appearance by Kevin Bacon and Demi Moore on the “Today” show on NBC, where they will seek votes for their pet causes. Mr. Bacon will promote SixDegrees.org, and Ms. Moore Girls Educational & Mentoring Services…
…Pepsi initially discussed the project in December when it announced that for the first time in 23 years it would forgo buying commercial time during a Super Bowl.
…The principal Pepsi-Cola rival, Coca-Cola, which returned to the Super Bowl in 2007, plans to run two commercials during the game. Coke announced last week a social media component to its Super Bowl campaign to be centered on Facebook. Coca-Cola will donate a dollar to the Boys and Girls Clubs of America each time a visitor to the Coca-Cola fan page on Facebook shares a virtual Coke gift.”
