Philanthropy or paradigm shift: Pepsi bows out of the Super Bowl
8 Feb 2010
As the Indianapolis Colts and the New Orleans Saints duked it out for the victory at Super Bowl XLIV this year, another, more subtle battle raged: that of advertisers vying for viewers. This year, however, the traditional Coke vs. Pepsi battle took on a very unique turn: Pepsi politely bowed out of the commercial war to pursue another campaign - their own philanthropic* initiative.
In an odd turn, Pepsi decided not to buy any advertising space choosing rather to launch their own endeavour: an on-line project where readers can vote on which social issue to support with grants.
Partially altruistic, partly profit minded, Pepsi backed out of the commercial battle saving themselves 10 million and risking that they will draw more on-line browsers throughout the year than the estimated 100 million viewers from the one day event. In one savvy move, Pepsi displayed that they are aware of the needs of this generation.
With Coke left standing to fight it out with other beverage companies, it was made evident that the issue goes deeper than fizzy beverages. In a world where corporate advertisers are in tune with the trends of society, Pepsi's bold decision displayed a drift which is occurring in the western world: People are desiring, more than ever, to help those who are less fortunate, and are looking to someone to help pave the way.
In one move Pepsi displayed a paradigm shift which seems to be occurring world wide, and surely if the corporate world, who have their own agenda, are making changes, how much more can we - the church - affect change in our world.
*philanthropic: engaged in philanthropy ("donations of money, property, or work to needy persons")
Comments
Re: Philanthropy or paradigm shift: Pepsi bows out of the Super Bowl
Wooooowwww, I didn't see that coming!! That's awesome about what they're doing, I'm sure that somehow their decision will influence other companies :)
8 Feb 2010 by Cinthya Fung
Re: Philanthropy or paradigm shift: Pepsi bows out of the Super Bowl
Very interesting! Its really time to show JESUS to the world
8 Feb 2010 by Gege Sena Saleh // South Africa
