Soda and Tobacco Industry Corporate Social Responsibility Campaigns: How Do They Compare?

摘要

For the first time in 23 years, PepsiCo eschewed the “biggest marketing day of the year” and did not advertise during the 2010 Super bowl [1],[2]. Instead, it launched the Pepsi Refresh Project, a social media cause marketing campaign. The campaign signaled a landmark turn in soda marketing, using cutting-edge social media techniques [3] to spread word-of-mouth buzz and elicit online nominations for a variety of community-based projects. In 2010, Pepsi donated more than $20 million to support causes that received the most votes, and intends to transform the Refresh Project into a global phenomenon [4]. Meanwhile, industry leader Coca-Cola maintains Live Positively, another corporate social responsibility (CSR) campaign that offers consumers healthy lifestyle advice and touts the firm's philanthropic and sustainability efforts.