Direct Line Blog

Pepsi uses 'Refresh Project' to clean up spill

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Months ago, we profiled PepsiCo's move away from a traditional Super Bowl ad in favor of the philanthropy-focused “Refresh Project,” which promised millions of dollars for good causes.

Now, the company is using the initiative to fund aid for the Gulf of Mexico's recovery as well.

Pepsi may have launched the site to increase consumer interaction, but it's also wining good PR with the effort, as evidenced by this profile in the August 2 edition of The New York Times.

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