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Pepsi Issues Grants to ’Refreshing’ Ideas

 

Posted on February 1, 2010
Angela Natividad

 

Last week we were merched on the idea that buying Girl Scout cookies could quite possibly save the world. If you need something equally altruistic to wash down all those Tagalongs and Samoas, you might wanna check out the Pepsi Refresh Project, which is allotting grants to ideas with the potential to "refresh the world."

The concept is a bit like Kickstarter, except you’re being asked to vote and not donate money. (Pepsi does all the cash-dispensing for you. It claims it’ll give out a total of $1,300,000 per month.) Gotta say we dig the interface, which integrates neatly with Facebook Connect and lets you share projects on Facebook, Twitter and elsewhere.

And there are goodies to be found! The3six5, a project in which a different person blogs each day in 2010, is seeking funding for print publication. You can also vote to have rain ponchos provided to the homeless or improve the living conditions of boys in a New Hampshire group home.

Work by TBWA\Worldwide. The piece above is for online seeding; below is the :30 TV spot:



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Comments

1. Tuesday 2 February 2010 attime 21:02, by Marissa :: http://www.archercom.com

This is a really interesting campaign for Pepsi to execute. By associating soda ( which lately has been characterized as an evil pollutant) as an agent of change, Pepsi is turning it’s image around! I think that the consumer participation via social media platforms will be a godsend for Pepsi’s new campaign not only in terms of generating buzz on blogs and elsewhere ,but also by boosting its SEO in substantial ways. Especially with all of the dissenters last year of Arnell’s product redesign, this campaign’s altruistic bend leaves very little room for nay-sayers.

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