Pepsi has thrown down the gauntlet. Instead of spending tens of millions of dollars on Super Bowl advertising, the soft drink giant will give $20 million to causes. This very idea was discussed here on Citizen Brand a couple of years ago. Give Pepsi credit for stepping up and making it happen.
Will others follow suit in the days to come before America's newest holiday called Super Bowl Sunday comes calling? Maybe not this year, but if Pepsi sees a return on this cause investment in the form of consumer love and soda sales, others may look at being copycats in 2011.
Of course, it isn't too late for 2010. In fact, with the feel good story of the New Orleans Saints as the predominant story line for this year's Super Bowl, what better time for a brand to step up and do something good.
Pepsi was first. Who will be second and third and fourth?