Campaign: Refresh Yourself and Give Back
Company: Pepsi and 7-Eleven, Inc.
Nonprofit Partner: Feeding America
Launch Date: October 24, 2011[/box]
In a new joint cause marketing campaign targeted at millennials, when consumers purchase any 20-oz Pepsi product at 7-Eleven locations, $.05 will be donated to Feeding America. If consumers also check-in to the 7-Eleven on Facebook Places, an additional $.05 donation is unlocked. Ten state food banks will receive a $20,000 donation from all the donations collected.
This partnership between Pepsi and 7-Eleven presents an interesting model clearly designed to drive sales and benefit food banks in this win-win-win partnership. We’re a little murky on whether those $.05 donations will stay locally or whether they will be aggregated and granted to the states generating the most campaign activity in the form of $20,000 lump sum donations. This is a campaign to watch, particularly with the focus on millennials, to determine whether this target demographic will really put their money where their heart is.