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• The New York Times reports this morning that today, PepsiCo will formally introduce “an ambitious campaign named the Pepsi Refresh Project, aimed at doing well by doing good. The brand is dedicating at least $20 million through the end of the year for donations to local organizations and causes proposed by the public in realms like health, arts and culture, the environment and education.

“Ideas for Pepsi Refresh grants can be submitted each month to a Web site (www.refresheverything.com), where computer users can subsequently vote on the ideas suggested during the previous month.” The campaign will be hyped by celebrities who will be appearing all overt the place to lobby for their pet causes.

Pepsi has made the point that it is investing in this campaign instead of more glitzy commercials on the Super Bowl, which it is forgoing this year for the first time in almost a quarter century.
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