Today, Pepsi announced the guidelines for the 2011 iteration of the Pepsi Refresh Project. Among the changes, there are four grant tiers – $5k, $10K, $25K and $50K – with the $250,000 level eliminated; there will be more opportunities for voting; and four categories: arts and music, communities, education, and the Pepsi Challenge, which Pepsi will propose each month starting April 1.
Despite the millions that have been distributed for various causes through the program, Shiv Singh, the head of digital for PepsiCo Beverages America told the New York Times, “This was not a corporate philanthropy effort.” Rather, “It was designed to drive brand health.” This program has even been chosen over advertising in the Super Bowl.
It seems like a lot of effort for an awareness campaign. We spoke with Ana Maria Irazabal, Pepsi-Cola North American beverage director of marketing, for more info.