Pepsi Refresh Campaing launches
Pepsi has launched it’s $20 million social media campaign, in place of their Superbowl advertising. The campaign launch yesterday, January 13, 2010. See the corporate press release here and the link to the Pepsi Refresh Project website
Personally, I think the campaign is wonderful and will be successful. However it is a double edge sword – if the projects that receive money accomplish little, Pepsi will receive little reward and much blame for squandering millions of dollars and having nothing to show for it. However, if Pepsi finds a couple of outstanding programs that do amazing work, then they will benefit from the good work, while being praise and rewarded for giving back to the community. It always helps to know you consumer dollar can come full circle back to your community.
This 21 century corporate community partnership idea is nothing new, but how they go about getting the information out to the masses and not just existing nonprofits is.
In the end I think this will benefit Pepsi more in the long run then any Superbowl Ad. How many of those ads do we see three months later? This campaign could go on for years, will minor adjustments and changes and thing of the brand loyalty they can create. I just hope Pepsi has a long term strategy for this campaign and these project – there is nothing worse then a corporation throwing one time money at a long term problem with no long term planning.
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