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Posts Tagged ‘Pepsi’

Pepsi Max: Uncle Drew

June 26th, 2012

Long over due posting this one.  Nearly 13M views on YouTube, and counting.  Brilliant.  ’Rappity, Hippity, Hop’. Kyrie Irving kills it as Uncle Drew.

Sports, Video , ,

The $20M Pepsi Challenge

January 20th, 2010

Recently Pepsi, a long time Superbowl advertiser (Cyndi Crawford anyone?) announced a switch in their advertising strategy. Rather than spend an estimated $20M in ads for America’s largest sporting event, they would be driving a social media campaign called the Pepsi Refresh Project.  AdAge sums up the core tenant of the project:

Consumers, businesses and nonprofits could then submit their ideas for how to have a positive effect on their community. Pepsi has said it plans to pledge at least $20 million in grants to the effort.

In short, this campaign is a crowdsourcing effort – not unlike Dell’s IdeaStorm, Best Buy’s IdeaX, and My Starbucks Idea – that channels funds that would have been applied to SuperBowl advertising, into a user identified community giving program.

The difference?  Execution.  Pepsi’s effort was fraught with privacy and security issues that tarnished the first step of what could be a very good campaign.  There is upside however.  I think that many people will respect what Pepsi is attempting to do.  Rather than spending millions of dollars on less than a minute’s worth of shameless self promotion during the world’s largest sporting event – they are putting those powerful dollars towards programs that will have a positive impact within the community – a generous foray into Cause Marketing.  Kudos to them for that.

Cause Marketing, Community ,