More and more brands are looking for ways of ‘giving back’. In 2010 Pepsi tried something big and different with the Pepsi Refresh Project. Looking at the word refreshing from a wider perspective, they decided repurpose the money from the SuperBowl into sponsoring refreshing ideas that could make the world a better place.
Anyone could submit ideas, promote them via social media, vote or get support and —eventually— funds from Pepsi to make it happen if it ended up being the winner.
The ideas were clustered in different categories like Arts & Music, Communities and Education. You can see the Pepsi Refresh Project 2010 winners here. And although it’s been reported that the soft drinks company wasn’t entirely satisfied with their social media results, they revamped the challenge with a new 2011 call for entries. Time will tell.
Regional Executive Creative Director, Geometry Global Asia Pacific