This year the cola conglomerate Pepsi is doing something highly unorthodox (for a corporation). Rather than spending multiple millions on a TV spot during the Super Bowl, which almost every major Brand does, Pepsi has decided to take that money and instead fund a social media campaign called the ‘Pepsi Refresh’ project.
So this year, instead of a traditional Pepsi Super Bowl ad, you will see the company using that money to fund projects in six different areas including health, food and shelter, neighborhoods and education, the planet, and arts and culture.
I, for one, am thrilled to see a multinational corporation being socially conscious. This beats the typical Pepsi Super Bowl ad any day.
Social Soda Campaigns (UPDATE)
The Pepsi Super Bowl Ad is Replaced by a Project With Heart
Trend Themes
1. Socially Conscious Advertising - The Pepsi Refresh project sets a precedent for corporate social responsibility in advertising.
2. Social Media Campaigns - Pepsi Refresh demonstrates the potential of social media as a platform for corporate philanthropy.
3. Participatory Marketing - The success of the Pepsi Refresh project shows the potential of participatory marketing campaigns in creating meaningful impact.
Industry Implications
1. Beverage Manufacturing - Beverage companies like Pepsi have the opportunity to invest in socially responsible initiatives like Pepsi Refresh to demonstrate corporate social responsibility.
2. Advertising and Marketing - The success of Pepsi Refresh highlights the potential of socially conscious advertising campaigns to create meaningful impact and engage consumers.
3. Social Media - The Pepsi Refresh project demonstrates the potential of social media as a powerful platform for corporate philanthropy and consumer engagement.