The Green Market Concept of PEPSI

Pepsi is using cause marketing to improve their brand awareness in a declining

market. Consumers are moving away from sugary,carbonated beverages to a
diverse array of healthier alternatives. Pepsi and Coke have been vying for the $60
billion soft drink market for decades. Although Coke and Pepsi own major stakes in
non-cola beverages, slowing sales, especially in North America, have forced both
companies to seek new ways to generate profits and advertise their brands.

Through its Refresh campaign, Pepsi has established itself as a leading presence in
cause marketing in 2010. Pepsi has created videos with high production values.
Here are several examples of Pepsi's use of online video for cause marketing.

Pepsi's page on YouTube provides a variety of engaging videos including appeals

for support from celebrities like Kevin Baconand Demi Moore. As a reflection of
the changing times, rather than advertising during the Super Bowl this year, Pepsi
created thisbroadcast commercial.

The Pepsi Refresh Project seeks to engage the masses to help Pepsi give away over
$20 million. Each month, Pepsi is giving away millions in grants to fund great
ideas. So far it has garnered nearly half a million views. You can vote on
submission or share an idea of your own. Get the idea toolkit to get involved.

One of the 6 categories on the Pepsi Refresh site is entittled Planet. People have
made a variety of submissions to help protect the earth including an environmental
education summer camp and a youth run green composting business.

The Pepsi Refresh Project illustrates some of the ways that marketing can create
buzz through a unique experience that connects with consumers through causes.
Cause marketing can expand a brand's reach and forge greater customer loyalty, it
can also help to make the world a better place.