The old soda wars used to involve the “man on the street” blind taste test ads. Today, Pepsi is seizing the social media moment and engaging the public to do good. Since women make 80% of the consumer decisions, are the majority of socially responsible consumers and lead the use of social media it seems that Pepsi is targeting the woman consumer.
Their new campaign “be sociable, have a Pepsi” speaks right to the heart of what women want – a company:
1. with a social conscious that does good;
2. that taps people’s collective creativity; and
3. that connects people to each other.
You can see the campaign at: refresheverything.com.
Stuart Elliot, in today’s New York Times, covers the Pepsi push: ”Pepsi-Cola is formally introducing on Monday an ambitious campaign named the Pepsi Refresh Project, aimed at doing well by doing good. The brand is dedicating at least $20 million through the end of the year for donations to local organizations and causes proposed by the public in realms like health, arts and culture, the environment and education.”
As part of the campaign consumer will be asked to vote for causes they like.
I predict that this is the future for corporate social responsibility. Gone are the days when it will be just enough if corporation give to causes. Now, because of social media, consumer will expect to have a say on where the dollars go.
Stoneyfield Farms has been an innovator in this field and for years has been engaging their customers in voting where part of their “Profit for the Plant” gets invested.
This is going to be a campaign to watch. I can’t help but think their female CEO, Indra Nooyi, had a lot to do with it.