Everyone has seen the new Pepsi Refresh Project.
This is a pro-bono campaign Pepsi has launched in order to promote that the brand is frequently involved in social responsibility.
On the Pepsi refresh website, people with small non-profit or charitable projects can post their idea on the site to be voted on by others.Each month whichever project that receives the most votes, wins money from Pepsi for their idea. The catch is a small percentage of each Pepsi sold goes to the campaign.
Recently the soft drink brands have been under major pressure from advocacy groups, parents and most of all the government. The issue at hand is that sugary soft drinks are said to be a leading cause of the obesity epidemic across the United States.
What does Obesity have to do with the Pepsi Pro-bono Refresh Project?
ADVOCACY ADVERTISING.
In lieu of the recent drama about obesity being linked to sugary drinks, this could be an attempt to draw attention away from the negative aspects of drinking soda and bringing to light the benefits.
In this case the benefit isn't derived from the actual product, it is a result of the consumer buying the product.
Did Pepsi launch this campaign to be charitable or just to draw attention away from their negative side?
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