Cause-Related Marketing: Why Pepsi Sits On The Super Bowl Sidelines

Cause-Related Marketing: Why Pepsi Sits On The Super Bowl Sidelines
Advertising

In a bold strategic move, Pepsi has dropped its entire Super Bowl advertising budget to focus on the new Pepsi Refresh Project.

Kyana Gordon
  • 18 december 2009

In a bold strategic move, Pepsi has dropped its entire Super Bowl advertising budget to focus on the new Pepsi Refresh Project. Under the Refresh Everything campaign, Pepsi will award grants for community-based projects proposed and selected by consumers. Pepsi has earmarked $20 million of its ad dollars for the grant initiative next year.

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