Pepsi is to ditch its iconic Super Bowl ads for the first time in 23 years, putting its cash into a social media charity project instead. The drinks brand has launched the Refresh Project, an online cause marketing campaign that asks readers how the company should give away its $20m grant money. The project began […]
Pepsi is to ditch its iconic Super Bowl ads for the first time in 23 years, putting its cash into a social media charity project instead. The drinks brand has launched the Refresh Project, an online cause marketing campaign that asks readers how the company should give away its $20m grant money.
The project began yesterday (February 1), letting readers vote to give grants to a number of health, environment, culture, and education-related organisations. Pepsi plans to give away multiple grants each month, including two $250,000 grants, 10 $50,000 grants, and 10 $25,000 grants. Visitors are also encouraged to submit their own organisations and grant ideas.
The campaign will also have a heavy presence on Facebook, with an app that lets people submit ideas and share ideas via their Facebook account.
Pepsi spent $33 million on Super Bowl advertising last year, and in previous years the drinks brand has wowed audiences with dazzling spots featuring Cindy Crawford and Britney Spears. By contrast, the Refresh Project will cost $20 million.
Ralph Santana, vice-president of marketing for PepsiCo North America, said: “We’re living in a new age with consumers. They are looking for more of a two-way dialogue, story-telling and word of mouth. Mediums like the digital space are much more conducive towards that.”
The first set of grant money winners will be announced on the 1st March.
Our view
Although not as well known to those of us in the UK, the coveted Super Bowl ad spot is known for providing a surefire way of reaching one of the biggest audiences in the world each year. Pepsi’s move highlights a shift among consumer goods advertisers, who have historically invested less than average in online marketing. What might have been regarded a few years ago as commercial suicide can now be seen as remarkably savvy.
Instead of blowing the cash on a single night of Gridiron, Pepsi’s investment will attract visitors throughout the year. The project will also have the potential to reach an audience that might not check out Pepsi’s famous Super Bowl commercials. Regardless of its motives, Pepsi’s initiative is another step towards the mainstreaming of crowdsourced philanthropy.
http://www.refresheverything.com/
http://www.facebook.com/refresheverything?v=app_4949752878
