Pepsi has decided to take a large portion of marketing funds for the year (including what they usually spend on Super Bowl spots) and put it toward public service grants to basically improve the world.
This is a major move for Pepsi, in the right direction. Not only Pepsi shows its commitment in making the world a better place, but also its ever more sophisticated marketing initiatives: a brand that wants to stand for something more meaningful for consumers, with branding tactics that go beyond the simple commercial.
Very well done.
(Jean-Yves Minet)
