| 19.01.2010 by Zoltan |  |
Superbowl goes social via the Pepsi Refresh Project
Really interesting Pepsi initiative called the Pepsi Refresh Project. Not a new idea, but the sheer scale of it should turn more than a few heads. Not to mention the fact that they’ve redirected their entire Superbowl spend to this ’social media’ idea.
Is this the beginning of the end for adland’s biggest institution? Will be interesting to see how it shakes out and whether or not it lives up to the rhetoric of making the world a better place? Thoughts anyone?
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Lisen says:
I don’t think it even matters if the projects themselves turn out be interesting. The gesture itself; spending ad money on something lasting, that anyone can influence, is the sign of a new world, and a new world of advertising. Imagine when the same thing happens to political campaigns. When you actually need to show real, meaningful results from what you spend.
Zoltan says:
@lisen – you’re absolutely right, big brands’ marketing budgets could go a long long way to help local projects get off the ground where there’s a lack of public money or even interest. I guess it just depends on how overt Pepsi are about shouting about it after the fact? “Come and see your local park’s new makeover and let’s make a toast with Pepsi”… Perhaps I’m too cynical but I definitely agree that its better spent than lining the pockets of some media outlet. Bravo to Pepsi in that regard!