Allison Fine, a social-media expert and Chronicle contributor, questions whether Pepsi’s contest, Pepsi Refresh Project, is in the interest of producing corporate revenue or philanthropic outcomes.
Pepsi announced its Pepsi Refresh Program earlier this year, which will award more than $20-million in grants to people who come up with the best ideas on how to improve their neighborhoods, towns, or cities.
The company recently completed its first round of grants, awarding 32 winners with $1.3-million total.
On her A. Fine Blog, Ms. Fine asks whether Pepsi is interested in the kinds of returns that an expensive ad campaign would create, or on philanthropic outcomes, such as improved reading skills and environmentally friendly classrooms.
“One thing I do know is that if it is philanthropic outcomes, then this model needs to be extended beyond the contest to a platform for reporting and sharing results,” writes Ms. Fine.
What do you think? Should Pepsi draw a line between building brand awareness and making the world a better place? Or can it achieve both?
2 Responses to Evaluating Pepsi’s Charity Contest
htechen - March 29, 2010 at 1:00 pm
News flash: It’s still philanthropy, even if the donor’s cause or outcomes aren’t supported by a critic. Since Pepsi is giving away the money here, it’s entirely up to them to determine criteria for success. If they never support environmental causes through this program, that’s a donor decision.
dartagnanh - March 29, 2010 at 10:55 pm
So right on the spot htechen. Whatever the motive behind the donation, it is still essentially philantrophy when people benefit from it. Coming from the private sector, transparency is an option but not a prerequisite.