• Ad Age, Tuesday, November 2, 2010 10:59 AM

Natalie Zmuda writes that awareness of the Pepsi Refresh Project is enviable, and local community groups have benefited not only from the funding they've received but also from the publicity generated by their participation in the promotion. But Refresh doesn't seem to have had a major influence on the brand's overall sales yet. Pepsi's share fell 0.5% compared to a 0.3% decline for Coke in the first nine months of the year, according to Beverage Digest.

Some bottlers say there's more to success than sheer numbers. "We fight for floor space and locations in the stores, and this year I think we're getting better locations than our competitors. We're getting bigger displays, because [stores] are seeing that we're giving back to the community," says Dave Pederson, vp-soft drink sales at Bernick's Beverages and Vending in Minnesota.

The promotion also gives bottlers a cause to rally around and enables them to build partnerships in local communities. Bernick's has also produced hats and T-shirts, hosted local events and promoted those vying for grants, Zmuda writes, and local TV and radio stations have interviewed its executives repeatedly.

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