Do you buy certain products because the company is socially responsible?
"PepsiCo Inc., looking to freshen up the image of its namesake soda, is pledging to pay at least $20 million for projects people create to "refresh" their communities.
The soft drink maker's "Pepsi Refresh Project" will be used throughout next year to market Pepsi soft drinks, including Diet Pepsi and Pepsi Max, and will have a heavy social media presence as consumers list their projects online and vote on the winners.
The company is announcing the effort on Tuesday with ads in the Wall Street Journal and USA Today. The effort will fund thousands of projects and Pepsi said based on interest from its retail partners and other companies, it's likely other businesses will pledge their own money, too.
"We feel like it's something so different that it's going to connect with our consumers on so many different levels and really inspire people in very different ways," said Jill Beraud, chief marketing officer of PepsiCo Americas Beverages, the division of the company that oversees Pepsi brands.
It's yet another bid by a big-name company to get close to its consumers, who are limiting their spending in the recession. Marketing experts say as consumers deal with a gloomy economy and curb their spending, they want to spend their money on brands that take responsibility and help improve the world. Companies can't get by on simply making pledges anymore, said Dori Molitor, founder and CEO of WomanWise LLC, an agency that specializes in marketing brands to women.
"They need to be showing that they care and they need to be visible and they need to be authentic in the neighborhood," she said. "It's not just allocating several million dollars and writing a check."
My question to you: Do acts like this make you want to buy a company's products?
Tags: responsible, socially
Replies to This Discussion
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Permalink Reply by Robin Carroll on -
When I was younger, I thought it was cool to drink Pepsi. The ad's made it look like life was a constant party, drinking it made you fun, popular, gorgeous, attracted lots of friends, and nothing was wrong with the world, so I drank it! Didn't change anything though. Bummer!
Now that I'm older....I buy what I like, it doesn't matter the hype. It might get my attention, and I might try it once, but chances are that I will find something cheaper and just as good. So no, I don't buy something just because the company donates money.
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Permalink Reply by Cameron Huppertz on -
Yes, I do buy things from companies that are responsible. Like Fair Trade Coffee. I also try to avoid products that come form companies that are particularly irresponsible.
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Permalink Reply by FubarGuy on -
Why don't they educate young children that drinking too much of their product can contribute to obesity, and tooth decay & any manner of other health issues. (Note I say "contribute" and not be the primary cause.)
Ohhhhhh, that would cut into sales, riiiiiiight. I find these kinds of "initiatives" to be nothing more than smokescreens, but I could just be jaded & cynical.
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Permalink Reply by Kevin on -
Another thing Pepsi could do is pick a good looking logo and stick with it. I would say they had it right by 1973.
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Permalink Reply by Johnny Blue on -
If two items were comparable in quality and price, but one of them was more socially conscious, I would go with that product in a heartbeat.
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Permalink Reply by grace on -
Yes. I would never buy Wrigleys gum if they continued to endorse Chris Brown after his attack on Rihanna. I also purchase the Viva Glam products from MAC because 100% goes to charity.
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Permalink Reply by Kristine Allen on -
Personally I support Pepsi's cause more. Coke is a faker! Oh and they own the world, just ask anyone from anywhere what coke is... The effects of coke, such as "sponsoring" cities in third world countries and having them named after (or having school signs with the coke logo on them) coke gives me uneasy feelings. At one point Coke was approached to transport medical supplies because they are located all over the world and it would give them an opportunity to get these supplies to the people who needed them most. But they have declined or yet to do it.
Now I am citing these from memory so I apologize if I get the facts wrong.
Oh also I just like the taste of pepsi more... if I drank sodas anymore.
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Permalink Reply by Melissa on -
I definitely buy certain products because the company is socially responsible. I intentionally avoid products that are socially irresponsible as well. I love shopping at Whole Foods, Trader Joe's and I drink Green Mountain Coffee all the time. I think its important to help small businesses in our community as well. Buying local is important for so many different reasons!
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