For the last 23 years, Pepsi has used the Super Bowl as an advertising opportunity. The company's ads, often featuring celebrities, helped establish the annual football championship as a venue for attention-grabbing promotion. In 2010, however, that tradition will end.
Instead of buying a slew of infamously expensive ad slots during the Super Bowl, Pepsi will put its efforts, and a considerable financial investment, into a new cause-based program. The company is offering more than $20 million in grants over the next year and the time to apply is now.The program is called "Pepsi Refresh." (Pretty soon, you'll see ads for it here on TreeHugger). Every month, Pepsi will award up to 32 grants of various amounts to fund projects that fit into one of six categories. Individuals, businesses, and non-profits working to make change in the fields of health, arts and culture, food and shelter, the planet, neighborhoods, and education are eligible. The company explains:
We are looking for ideas from individuals, non-profits and pro-social businesses that can make a positive impact in the community. Ideas should be feasible and completed 12 months from the date you receive the first funds. Ideas must have impact within one of the 50 United States or the District of Columbia.
Read more about grants and contests:
Redwood Creek Winery Offers $130,000 in Grants to Outdoor Non-Profits
Green Grants Machine: New Source for Green Funding