Okay I could be tripping and correct me if I ‘m wrong, but wasn’t the Pepsi Refresh Project going to be funded by taking money normally put into Super Bowl ads and reallocated to well-meaning projects around the world. You know – “Come on world, tell us how you want us to spend our money and we’ll refresh the planet!!!”
I’m all for doing good, or as I wrote in a strategy for Bailey’s Café in Bed-Stuy “doing good’s work”, but the whole Pepsi Refresh thing seems a little off. Like a big advertising application in search of a product. Anyway, I read today that Pepsi has a number of spots on the Super Bowl. And the two most recent posts on the Pepsi Refresh Facebook page are from 17 hours ago and Tuesday.
I “like” Pepsi’s refresh advertising, its intent and its lovely imagery, I’m just not so sure I want to vote for Pepis with my mouth. (Drink it, that is.) Isn’t that the point? And please, don’t tell me the category is mature and everyone knows what Pepsi is – a similarly expressed sentiment, from earlier this week in a Tostitos article.
Refresh should be moved to the corporate side of the business – kept alive and funded – but let’s refresh the strategy and move some cases. (The Coke people probably don’t agree.) Peace.