Pepsi decided NOT to run a Super Bowl ad this year. What a great idea! By not running an ad after doing so for more than two decades, they actually got more press than if they had run an ad.
The good news is that Pepsi instead is giving $20 million away in a social media project called Pepsi Refresh. Some of my design students have already entered their project work for not local for profit agencies hoping to receive funding. It's a smart move on Pepsi's part. My students and their generation are among the most involved generation of socially conscious and engaged people in recent memory and they're more likely to align with a brand that actively supports their causes than one that throws big money at television conglomerates.
What have you done through your brand communications lately to make the world a better place AND align with your brand's constituents?
The good news is that Pepsi instead is giving $20 million away in a social media project called Pepsi Refresh. Some of my design students have already entered their project work for not local for profit agencies hoping to receive funding. It's a smart move on Pepsi's part. My students and their generation are among the most involved generation of socially conscious and engaged people in recent memory and they're more likely to align with a brand that actively supports their causes than one that throws big money at television conglomerates.
What have you done through your brand communications lately to make the world a better place AND align with your brand's constituents?
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