Last year, to the surprise of many and the dismay of one TV network, Pepsi bypassed running commercials on advertising’s biggest platform, the Super Bowl telecast.
Instead, the soft drink giant announced its new Cause Marketing campaign, the Pepsi Refresh Project.
Now Pepsi has announced that â€˜Refresh’ will continue in the U.S. and Canada in 2011 and be expanded into Europe, Latin America and Asia. Ami Irazabal, marketing director at Pepsi, said, ‘When you look at the powerful movement that we are creating, there’s no question that we have on our hands something big. Good ideas need to expand.”
To refresh your memory on Pepsi Refresh, the project works like this: Pepsi asks its people to submit ideas on how to ‘refresh’ their communities and make them better places to live. Each month, 1,000 ideas are accepted in categories such as health, arts & culture, education and the planet. Winning ideas are selected in online voting, and grants are awarded by Pepsi in amounts ranging from $5,000 to $250,000 each month. In 2010 Pepsi has allocated $1.3 million each month to worthy Refresh projects, and some 45 million votes have been cast so far. Pepsi’s Facebook Fan numbers have increased this year from 225,000 to more than 1 million.
Whether or not Pepsi will remain on the sidelines for the 2011 Super Bowl is uncertain, however. We’ve got an entire football season to be played before that decision has to be made.
More information about the Pepsi Refresh Project is available at refresheverything.com.
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