Monday, February 1, 2010
The Missing Element
This Sunday the 2010 Super Bowl will be missing one key element. One element it has not been without in 23 years, a Pepsi commercial. In a new marketing effort, Pepsi will pull its ads from this years Super Bowl to focus on a more internet based campaign.
"In 2010, each of our drink brands has a strategy and marketing platform that will be less about a singular event and more about a movement," representative Nicole Bradley said. This movement is the "Pepsi Refresh Project." The project will donate $1,300,000 to help the top ideas in each category receive funding. The categories are $5,000, $25,000,$50,000,$250,000. Ten projects will receive $5,000, ten will receive $25,000, ten will receive $50,000 and two will receive $250,000. So how does it all work? Anyone who has an idea on how they can have an impact on their community or affect a positive cause can submit their idea, and then anyone can vote. You can vote up to ten times everyday. The top projects in each category will receive their funding. You have until the end of the month to vote. Winners are then announced and come the beginning of next month, it starts all over.
Personally I think this is a great idea in helping the community and a huge leap for their public relations side. So does this make you want to buy Pepsi over other soft drinks? I think when it comes down to it, it's going to be about taste. It is not as if you are likely to forget that Pepsi is a great soft drink because they won't be making us laugh with a great commercial come Super Bowl time. This PR move could swing those consumers who may not have a total preference on soft drinks. I know that once I found out how much Target donates to their communities I tried to make sure I shopped their more often then its competitors.
So I guess we will just have to wait to see if this is the beginning of a new trend. While we don’t know the outcome I commend Pepsi on their effort to use the money to get their name out there and make a positive imprint on others, Pepsi, I give you two thumbs up!