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Financial Post: Drink a Pepsi, save the planet
PepsiCo Inc., one of many consumer product giants navigating through the mutating realm of social media, has gotten positive notice for remaining at the leading edge of innovative marketing. But will its efforts ultimately pay off for the brand?
The soft drink giant made headlines this year when it decided against running commercials during the marquee TV event that is the Super Bowl after 23 years as a sponsor. Instead, it funnelled more than US$20-million into a lofty social media program dubbed the "Pepsi Refresh Project," getting consumers involved in making the world a better place. ...more...
