Pepsi Refresh Project – Cast Your Vote!

by Global Patriot on February 24, 2010

Branding, advertising and philanthropy have been around for centuries, but in the past decade there has been a shift in some quarters of corporate America, a shift that is still focused on branding, but which chooses to support worthwhile causes rather than just producing more marketing material for public consumption. My Brand = Doing Good.

Pepsi has gained a substantial measure of attention in this regard with the recent introduction of their Pepsi Refresh Project. With grants ranging from $5,000 to $250,000 per project they have devised a campaign that appeals to a variety of charitable needs within the categories of Health, Arts & Culture, Food & Shelter, The Planet, Neighborhoods and Education. Do you have an idea that needs funding?

They are also sponsoring a Celebrity Challenge on Facebook, and the initial competition is between Kevin Bacon and Demi Moore. In the videos below they explain what they would do with the $250,000 prize money.  Watch them both, then cast your vote!

YouTube Preview Image YouTube Preview Image

Voting ends February 28 – Cast your Vote for Kevin Bacon or Demi Moore‘s Refresh Project!

What are your thoughts on how corporations can play a role in supporting causes?

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  • These two people are actors, that means they are skilled at coming across as sincere. In reality they may not give a damn about anything other than their public image. On the flip-side they may be deeply compassionate people who now have significant leverage and can rally others into altruist actions (although, according to Richard Dawkins, there is no such thing as an altruistic act; everything is self-serving in some way).

    I have come to distrust large companies and any one/thing who/that has a PR machine behind them...However, at the same time, just because a celebrity/company is out to improve their image/make more sales, this doesn't exclude the fact that they may also have a conscience.

    Also people look to celebritites and brands as role-models. I happen to believe we are all one, and if integrity and humanity (genuine or manufactured) can catch-fire/go viral/become something to aspire to, like other promoted lifestyles (E.g gangster, emaciated model, Bling etc.) then it's a win:win situation.

    I could rant forever, but I'm hogging the airwaves, so I'll head off.

    See you on your next post ;-)
    .-= Alex Radway´s last blog ..Spider #2 =-.
  • I agree that Hollywood can sometimes be all about the spin and self promotion, but Kevin and Demi have repeatedly displayed their passion for helping others and this is a campaign that they both support.
  • i think i have to vote for kevin bacon simply because he's playing off one of my favorite pastimes...Six Degrees of Kevin Bacon! although i'm a bit worried that many of these "good cards" will never get used/redeemed and the money will never make it to the intended charity...much like gift cards
    .-= Taylen´s last blog ..Entech Solar Enters $5 Million Preferred Stock Agreement =-.
  • I was wondering about that too, how to make sure all the cards get redeemed instead of forgotten in a drawer somewhere. I trust they are committed to donating the full amount regardless.
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