PepsiCo’s beverages will be totally out of the advertising at Super Bowl XLIV. Instead of spending money on its soda’s promotion, the company will focus on social projects. It is a huge and bold step for the food and drinks producer, as the company will keep away from the event for the first time in 23 years.
philanthropy
The global coffee brand illycaffè has founded the Ernesto Illy Foundation with the aim of developing and building on the legacy of ideas, activities and proposals left by Ernesto Illy. The company is encouraging people who care about developing knowledge, ethics and sustainability revolving around coffee to donate for researches in these fields. The illy has a special gift for those who contribute — a limited edition coffee cup set.
Starbucks is continuing to promote its (RED)™ campaign and partners with the Polyvore.com community, which is now helping to involve more people in the movement. The aim is to raise as much money as possible for Global Fund-financed AIDS programs. Now users can create beautiful artistic sets featuring (STARBUCKS)RED items and win (STARBUCKS)RED cards.