Pepsi is all set to launch a unique crowdsourced marketing effort called the Pepsi Refresh Project, which involves giving $20 million to community initiatives across the country. The unique part is that Pepsi plans to have consumers suggest and vote on the community projects it funds, rather than donating to already existing charities.
The Pepsi Refresh Project, which is part of Pepsi’s larger ‘Refresh Everything’ campaign, will involve monthly contests beginning in January. Consumers will have 10 days to submit social charity ideas in categories like health, arts and culture, the planet, and education, after which the submissions will be open to public voting.
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