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cause marketing

7UP Tries Cause Marketing with Project 7, but Is It Pepsi Refresh Déjà Vu?

Posted by Dale Buss on February 21, 2014 10:52 AM

Clearly there are more than seven crying needs of people around the world. But Project 7 is trying to at at least skim the surface. And now 7UP is helping the company do just that through a new and unique bottle-cap promotion.

Purchasers of specially marked 20-ounce bottles of 7UP in the US will be able to find a unique code under the bottle cap, login online and select one of the seven areas of need to which they'd like their donation to go: "Feed the Hungry, Heal the Sick, Hope for Peace, House the Homeless, Quench the Thirsty, Teach them Well and Save the Earth," as Project 7 describes them.

"This approach gives the consumer an opportunity to pick an area of need," David Falk, vice president of marketing for Dr Pepper Snapple Group, told brandchannel. "And that's one thing we truly loved—giving the consumer the power to choose."Continue reading...

brand strategy

Lays Canada Borrows Flavor Contest from U.S., but Adds Lucrative Twist

Posted by Reneé Alexander on March 19, 2013 05:38 PM

If you’ve always thought your taste buds were ahead of the curve, Lay’s Canada has the contest for you.

The potato chip giant's "Do Us a Flavour" campaign is asking its customers to send in their own flavor ideas and dangling a rarely-seen carrot—profit sharing—to the winner. The top four flavor ideas will roll off the production line and on to store shelves this summer with the most popular one—as determined by voting on Facebook, of course—added permanently to the Lay’s line-up. The creators of the final four are guaranteed to receive $5,000 but the big winner will get a $50,000 check plus receive 1 percent of their flavor’s sales for as long as it remains sufficiently popular to cut the muster.

Hey, how about mustard chips?Continue reading...

corporate citizenship

Benetton Aims to Fund Secret Dreams of Unemployees of the Year

Posted by Shirley Brady on September 18, 2012 09:21 AM

Remember last November's Unhate campaign? That was Benetton's return to form as a professional muckraker, stirring controversy by showing opposed world leaders locking lips, on posters and banners erected, larger than life, in public places.

Now the Italian-based retailer is courting controversy again with the latest installment of Unhate — a contest called Unemployee of the Year, and targeting so-called "NEETs."That's an acronym for "Not in Education, Employment or Training," or what Mitt Romney might call the younger wedge of the 47%.

The contest, running Sept. 18 through Oct. 14, invites people aged 18 to 30 to submit proposals for projects "that lead to positive social impact in their community," and upload them (recalling Pepsi's now-defunct Pepsi Refresh Project) to the UNHATE website. The fine print notes that the community projects must "reflect the philosophy and fundamental values of the UNHATE Foundation."Continue reading...

brand vs. brand

PepsiCo's Nooyi Gets Tough as Cola Wars Heat Up

Posted by Dale Buss on February 13, 2012 06:06 PM

As it implements a global re-set of its Pepsi brand and corporate priorities, PepsiCo is girding for even more pitched battle with a re-energized Coca-Cola. And if only because PepsiCo plans to boost spending on its major brands by at least a half-billion dollars this year, the competition between the two giants should be the sharpest in some time.

PepsiCo CEO Indra Nooyi and the company's board announced strategic investments during their business review last week that are aimed at the major pressure points being applied lately by restive PepsiCo investors and others. In the meantime, Coca-Cola also announced massive overall cost cuts as well as a decision to use the savings of up to $650 million in extra marketing and brand buildling.

The boost in marketing outlays announced by PepsiCo will be devoted to the largest beverage brands, especially struggling Pepsi, as well as snack brands. But many of the agencies that have been serving the brands to date are being swept out in a massive 65% reduction in the number of partners used by the beverages business. And Pepsi will be culling many of the non-performers from its 400-plus global brands.Continue reading...

doing good

Pepsi Refresh Project Expands to Canada with $1M in Grants

Posted by Shirley Brady on January 2, 2012 12:20 PM

Pepsi's new year's resolutions include bringing the Pepsi Refresh Project to Canada with a commitment to supporting social innovation and community projects with "over $1 million" in grants to non-profits, businesses and individuals seeking funding for positive ideas that will have an impact on their communities.

The latest expansion of PepsiCo's crowdsourced social good platform, which launched in 2010 by redirecting its $20 million annual Super Bowl budget and subsequently faced allegations of cheating before expanding in Europe, Asia and Latin America last year and becoming a marketing case study at Harvard, follows a company-backed survey that found "92 per cent of Canadians would like to do something to improve the world around them, but many lack the money and the know-how to put their ideas into action."Continue reading...

Pepsi Refresh Project: What a Rocky, Strange Trip It's Been

Posted by Barry Silverstein on January 6, 2011 12:00 PM

Try to do a little good and what does it get you? A lot of heat.

PepsiCo's Pepsi Refresh Project launched a year ago as an alternative marketing vehicle to its Super Bowl spend. The socially conscious crowdsourcing effort was designed to give consumers a voice and stake — not to mention the opportunity "to play a central role in developing and promoting ideas that they believed would move the world forward," according to Frank Cooper, the company's chief consumer engagement officer.Continue reading...

ad watch

Step Up to BAT: PepsiCo Partners with Brand Affinity Technologies.

Posted by Sheila Shayon on October 25, 2010 12:30 PM

Earlier today we posted about Pixazza’s aggressive approach to in-image advertising. Another, related play in this space has the added angle of bringing celebrity endorsers into the image-ad mix.

Now PepsiCo is partnering with Brand Affinity Technologies to create new online advertising real estate by turning photos into applications called netBAT.

BAT has a content database mapped to 40,000 celebrities and athletes that links to video, photos, quotes, tweets, news and information when you mouse over a photo. The ad-enabled photos reach 50 million users and are deployed by online publishers including the websites for The Daily News (New York) and North Jersey Media Group.

Content appears in the photo space along with a launch button for the Pepsi Refresh Project. According to Bonin Bough, director of digital and social media at PepsiCo, "We as marketers and communicators are continually yearning for new ways to engage our consumers. It has to happen in a way that brings content and conversation." Continue reading...

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