Pepsi Canada: The Pepsi Refresh Project

Pepsi Canada has developed and launched the Refresh Project, a campaign to fund socially beneficial ideas developed by individuals, businesses and non-profit organizations. Each cycle - approximately two months in duration - will see interested parties submit ideas. Pepsi Canada relies on visitors to its website, www.refreshingeverything.ca, to vote on the best ideas. Every cycle, approximately $1 million is available for distribution. While Pepsi Canada management has been very supportive of the initial cycle, an analyst is wondering how this corporate social responsibility initiative will have an effect on the bottom line.