Pepsi, once the reigning king of the Superbowl ad, has elected to (ghasp) skip it this year in favor of re-routing a whopping $20 million into the brand’s cause-related, online Refresh Everything Project
, DMNews reports
. It’s a radical move, one that will send a ripple effect through the commercial world, and set new standards for what will be considered the pinnacle of cutting edge marketing strategy in this new decade. Says Pepsi spokesperson Nicole Bradley, “our…marketing strategy in 2010 [is] less about a singular event and more about a movement
. We are always looking to further develop our two-way conversation
with consumers.” A movement-based model is where marketing is heading, centered around leveraging consumers around sustainable development. The Refresh Project will allocate $20 million to, A. monthly microgrants of $50 – $250 K awarded to individuals and organizations who are doing something incredible to make the world a better place, and B. an online interactive vehicle, RefreshEverything.com
, to get the word out and garner support amongst “consumers” aka citizens. I wish Pepsi the best of luck with this campaign. In fact, I’m going to go drink a Pepsi right now.