• by OMMA Magazine Writers , September 3, 2010

Pepsi skipped 2010's Super Bowl to create a global digital initiative. Objective: Position the brand as a facilitator of life-enhancing good works, as well as shared enjoyment. At refresheverything.com, fans submit worthy causes to win grants of up to $250,000. Each month, visitors vote on 1,000 idea submissions, with 32 grants awarded. Offline synched elements span TV, print, outdoor, college programs and retail display. Pepsi jumped to a #5 ranking within Forbes's "most reputable U.S. brands" study.