Feb 04, 2011

Pepsi Chooses Nonprofits Over Super Bowl Advertisers!?

Even I, who never comes within 25 yards of a television that's showing a football game,Thumbnail image for Thumbnail image for superbowl2.jpg knows what a big deal the Super Bowl ads are. Heck, I think I've even visited websites that compile the best ads after the game, just for the fun of watching what America's most creative marketers can do with a big budget (or whatever budget is left over after actually paying for the air time).

So, it's clearly Big News when Pepsi announces that it's pulling its ads from this year's Big Game -- and bigger news still, for anyone interested in charitable fundraising, when the reason turns out to be a shift in focus to its program of giving grants to nonprofits that muster up the most online support via social networks like Facebook and Twitter. It's called the PepsiRefresh Project.

Get the details in The New York Times article, "Pepsi Bets on Local Grants, Not the Super Bowl," by Jennifer Preston. And if you're with a small group that's thinking, "We'll never win one of those grants," read right to the end of the article, where it describes how a high school marching band got a $25,000 grant from Pepsi for its uniforms. Yay team! (By the way, who's playing this year?)