It’s great to see Pepsi deciding to spend money over a year in communities instead of splashing the lot on the Super Bowl. It certainly makes sense at one level. Conscientious consumers are asking corporates more and more questions about where their money is being spent and how committed they are to the people who buy their goods. On that score, this is huge.
And it certainly lays down the gauntlet in terms of challenging corporates to think about where they put their money. Top marks for that too. The ultimate Pepsi challenge.
It’s a move that has huge feel-good. Let’s face it, what’s not to like? Pepsi’s given away more than $20 million in grants to causes that otherwise would struggle to find the money they need to make a difference. Touchdown in that regard.
And there’s been incredible traffic online. So a huge participation win. A lot of people talking over an extended period of time.
But there’s one other thing I think they still need to do for this to really work: connect all the dots.
See, I get the ‘what’ and the ‘how’. I get that this was big. I get that this was a first. I get that this was an extraordinary way to divert marketing funds. I get that a whole lot of people in communities got involved (who wouldn’t?) and great good was done. I get that Pepsi went out on a limb. And I applaud for them for that.
What I don’t get is the ‘why?’. Not the immediate why – to promote great ideas and see them brought to fruition (which I actually think is closer to the what?). But the bigger question of “why Pepsi?”.
What is it in Pepsi’s purpose and its philosophy as a manufacturer of popular beverages that links them directly and meaningfully with the aims of this program? Where’s the philosophical ‘line of sight’ between this massive generosity and their worldview?
If it’s about “refreshing the world”, what do they think a refreshed world looks like? And how does “refreshment” tie in with their extended support of breast cancer, for example?
Are the many amazing ideas that have been suggested and supported about “refreshment”? And more importantly, are they about the understanding that most people have of the word refreshing? Is that word adequate? Or even appropriate?
Because if these ideas exceed what people think of as “refreshing”, then Pepsi has a golden opportunity here to completely own that redefinition – to make refreshing a world-changing idea or a community-changing idea, or whatever their aspiration for it is.
In other words, they need to establish, own and define the links between what they make, what they give, what they say, how they act and the vision they have for the planet?
Right now, I’m guessing those relationships. And I shouldn’t have to.
One thing I am clear about. “Refreshing the world” can’t just be a slogan. Pepsi have absolutely succeeded in achieving a refreshing approach but If it’s to work to its potential in this program, and the many other initiatives that Pepsi get involved with, it has to be a robust and exciting philosophy that is evident in every action and commitment that Pepsi makes. And it needs to be explained. Proudly. And clearly. People – both inside Pepsi and as consumers – need to understand the goal, the means, the challenges, the commitment and the reasons why Pepsi has signed up.
Most importantly, this program needs to lead beverage buyers to the stark commercial question: Yes? Or no? Do you agree with our view of what a refreshed world could mean, or not?
And the implicit call to action – if the answer is yes, then please buy our product. Don’t just like us. Don’t just notice us. Don’t just link to us. Decide. Decide to buy our products.
Purchase gives consent.
Let me re-iterate, I have nothing but admiration for what Pepsi have done, and the need to align actions with a clear and distinctive purpose is not just something Pepsi needs to tackle. I hope they go ahead and take advantage of the huge potential they’ve generated here.
Two questions for you in closing:
1. What are you putting on the record about your company through your actions?
2. What do the initiatives you support and endorse say about you that you’ve been saying all along?
These, to me, are the keys to translating a whole raft of initiatives, be they social media, philanthropic or sponsorships, into viable business investments.
