Every time someone uses the hashtag #PepsiChallenge on social media, PepsiCo will donate $1 to the Liter of Light, a nonprofit that provides sustainable lighting to more than 18 developing countries in the deprived regions of the world.
Here are a few examples of celebrities who have taken it a step further by starting their own business, not just lending out their face and name to a brand or asking for equity.
UK will be the first market in Europe for the premium glacéau smartwater—the first commercial water product in the UK made using a method of vapour distillation.
Puma is rolling out a new platform, Forever Faster, that highlights the brand’s passion towards speed and celebrates the athletes who challenge stereotypes and show the world what “not fast, but faster” really means.
The celebrity, who also shares his creative power with Intel and Coca-Cola, joins the “Striking Angles” campaign and will develop his own limited edition version of NX.
To promote its women's products, Under Armour has launched an inspiring campaign by Droga5, focused around strong dedication and inner strength that can drive anyone to success.
Johnnie Walker has starred Jude Law and Giancarlo Giannini in its amazingly stylish short film for the brand’s Blue Label.
Budweiser is forming a true street band with the help of established musicians as part of its ongoing global campaign “'Budweiser Made for Music.”