Super Bowl viewers will be surprised when they don’t see any Pepsi commercials this year, especially since the company has been one of the biggest spenders ($33 million last year!).
Instead of using the money on costly commercial spots, Pepsi is using the money for another marketing plan, the “Pepsi Refresh Project.” Over $20 million will be used to improve communities and for the project everyone is invited to create, submit, advertise, and vote on ideas.
Pepsi is taking corporate social responsibility to the next level. And if consumers recognize Pepsi’s focus on community rather than flashy commercials; Pepsi could have the best of both worlds- making a change and making a profit.
Meghan Festa, Riger Intern, Keuka College