The documentary “Latinos Living the American Dream” produced and directed by Eva Longoria Parker in partnership with the Pepsi YO SUMO initiative premiered yesterday, October 21, at the Grauman’s Chinese Theater in LA. The documentary highlights the accomplishments and impact that Hispanics have in shaping the landscape of the United States. The feature is a culmination of Pepsi’s YO SUMO (I Add Up/I Count) movement which encourages Latinos to go beyond being counted and show how they add value to this country, in the year of the Census.
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Based on its success and impact, Pepsi will continue to fund the Pepsi Refresh Project and intends to launch the program in Europe, Latin America and Asia in 2011. Launched in the U.S. and Canada in 2010, next year, the Pepsi Refresh Project will come to life on a global scale. International market activations will be tailored to ensure relevance to local communities.
The Pepsi Refresh Project has doubled its monthly commitment of $1.3 million to refresh America’s communities by awarding $2.6 million in grants during the month of September. Each month, Pepsi awards up to $1.3 million in Refresh Grants to the 32 ideas that garner the most votes. Through the Pepsi Refresh Project: Do Good for the Gulf extension, Pepsi has allocated an additional $1.3 million to refresh communities in the Gulf Coast for the month.
Pepsi is crowdsourcing ideas for its new Italian TV ad through the MOFILM platform, the popular destination for those who love sharing their creative talent with global brands. The release of the commercial will support the upcoming launch of the global “Refresh Your World” campaign in Italy (“Migliora il tuo mondo”).
The Pepsi Refresh Project is helping people who want to improve their communities and make the whole world better. The soft-drink giant is funding 32 most-voted social projects with $1.3 million every month starting from spring and as so far it has funded over 100 projects and injected more than $5 million back into local communities.