PepsiCo Inc. is revamping a charitable-giving program created to boost its corporate image and sales of its flagship cola but marred by complaints of vote-rigging and other irregularities.
Pepsi will get rid of the Refresh Project’s biggest $250,000 grant category—the main draw for large organizations and many alliances. It will also limit to five (down from 10) the number of causes for which voters could cast ballots each day. Starting in May, it will award nearly twice as many smaller grants of $50,000 or less, which tend to be sought by smaller groups.
The changes are meant to make the second year of the Refresh Project more democratic and in keeping with the “optimistic and fun” spirit of Pepsi-Cola, said Jill Beraud, chief marketing officer for PepsiCo Beverages America.
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Pepsi will get rid of the Refresh Project’s biggest $250,000 grant category—the main draw for large organizations and many alliances. It will also limit to five (down from 10) the number of causes for which voters could cast ballots each day. Starting in May, it will award nearly twice as many smaller grants of $50,000 or less, which tend to be sought by smaller groups.
The changes are meant to make the second year of the Refresh Project more democratic and in keeping with the “optimistic and fun” spirit of Pepsi-Cola, said Jill Beraud, chief marketing officer for PepsiCo Beverages America.
Read Article Here
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