Pepsi Refresh Project: Pepsi To Fund Ideas That Refresh

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PepsiCo is launching a new online marketing campaign called "Pepsi Refresh Project," and it comes with a cause. Pepsi is now all about greater good and funding refreshing ideas that change the world and make positive impact on communities. Anyone can apply to have their project sponsored. Then, it is up to the crowd power to vote on projects that really deserve the funding. 

The kind of ideas sponsored can revolve around arts & culture, public health, environment, food & shelter and education. It is being reported that Pepsi is dedicating at least $20 million to this initiative. Considering networks will charge close to $3 million for 30 seconds of commercial time at the 2010 Super Bowl, the entire Pepsi Refresh Project funding would be gone in less than four minutes during one game on one night. Now wonder Pepsi is shunning Super Bowl this year.

Of course, some celebrity appeal never hurt anyone, so among some of the projects to be suggested are those belonging to Kevin Bacon and Demi Moore. The sponsorship spans from $5,000 to $250,000 per project, and the first winner will be announced on March 1, 2010. The campaign just launched on January 13, but already 729 ideas are in the running.

Today, PepsiCo announced the first voting session open to public with $1 million to be awarded in February as people vote on www.refresheverything.com. Pepsi will be active on Facebook, Twitter and mobile applications, bringing live webcasts and brainstorms for people to view throughout the campaign.

Many say Pepsi's Refresh Project is bound for success because it has a cause attached. It is why Facebook's bra status campaign did so well at the time. Women all over the world were willingly revealing the colour of their bra online to raise awareness about breast cancer. And, it is also probably why the Doppelganger Facebook campaign that prompts users to upload a photo of someone famous they resemble is not really picking up. It is oriented for narcissism and just does not have any "noble" purpose to it.

It remains to be seen how Pepsi fares, and whether other corporations pick up the "noble advertising" trend in the future.