Taking by Giving
2nd February 2010
Pepsi has a new way to profit.
Pepsi-Cola is formally introducing on Monday an ambitious campaign named the Pepsi Refresh Project, aimed at doing well by doing good. The brand is dedicating at least $20 million through the end of the year for donations to local organizations and causes proposed by the public in realms like health, arts and culture, the environment and education.
Pepsi has a website that solicits ideas from consumers for charitable targets. This is part of a larger collection of businesses, all seeking ways of engaging young consumers (18-34) and their strong charitable motivations. And, of course, Hollywood is involved in this touching concern. Demi Moore and Kevin Bacon are fronting the plan.
Hmmm. Is Demi Moore related to anyone?
Yeah. Ashton Kutcher fronted a Hollywood charitable activity. You remember it don’t you? It’s why we’re all riding that huge Volunteerism Wave right now. Here’s a photo to Refresh your memory.
But, back to Pepsi.
“Our idea was that this year we’d try to shift the marketing and communications to something that’s truly walking the walk,” said Lee Clow, chief creative officer and global director for media arts at the Pepsi-Cola agency, TBWA Worldwide in Los Angeles, part of the Omnicom Group.
Man, ain’t Madison Avenue and Hollywood slick? Promote charitable activity (for us Hoi Polloi, not them Cool Table) and make money doing it. And, everyone thinks you’re hip, progressive, maybe even sensitive. And, it only costs $20 million that’s tax deductible, attracts uncritical media coverage, and makes everyone sigh.
Remember the Rules!
All Bad Persuasion Is Sincere.
There’s a Difference between Persuasion, and Smoke and Mirrors; With Persuasion the Illusion Lingers.
Persuaders Can Either Be Famous or Effective, But Not Both.