good business.

Have you heard what Pepsi did in lieu of spending millions on Superbowl ads this year?  They decided to give that money away through a grant competition.  Check it out!  People propose ideas for how to spend the money, and other people, like us, can vote for the causes we think are most worthy.  Thumbs up, Pepsi.

While Coca-cola spent millions ($3 mil on the ad space alone) for their Simpsons commercial (which was admittedly pretty entertaining), Pepsi reached into its deep international conglomerate pockets to "refresh" the world, as they say (1). 

Now, I am not so naive as to think that Pepsi's Refresh Project is a selflessly philanthropic act.  It is a marketing strategy to improve its brand's image and identity in order to sell more product and increase profits.  However, that is what businesses do - they advertise to sell more and make more.  Why not help others in the process?

Take Miller High Life, who spent its $3 million in ad dollars to promote its brand by highlighting small business owners across the country.  Go to their website (if you are 21 or older) to view the commercial and to learn more about the small businesses they highlighted and others that didn't make the cut.  Chicago public radio did a piece about the baseball card shop owner mentioned on the commercial.  He said the response has been "overwhelming" since the commercial aired last Sunday (2).

Miller is challenging the age-old marketing strategy that only meat-heads and boobies can sell beer.  Now High Life is the beer of the "little guy" trying to make it in a world of big business (not to mention bailouts and bonuses).  By choosing High Life, you are supporting your neighborhood "little guy."  Perhaps this new message will convince a frat boy somewhere that he can drink beer and care about more than football and boobies (I would like to use the word "boobies" as much as possible because it is funny).

To be clear, I am not advocating an increased consumption of either soda or beer.  I believe these things should be consumed in moderation, and that we should all buy soda and beer that has been produced or distributed by smaller more local companies (3) when possible (supporting local economies is always better).  However, I applaud this shift in corporate advertising and hope others will follow. 

Stay tuned for more beverage-related posts....boobies.

Footnotes:
(1) Coca-cola sucks for many reasons.  Don't ever buy it (Coke, Sprite, Mr. Pibb, Dasani, Odwalla, etc.).
(2) You can read an article about Tim's Baseball Card Shop here.  I'm not sure how long it will be up though.  You can also view his website at timsbbcardshop.com
(3) Double-Cola (makers of SKI) is based in Chattanooga, TN and bottled in many places in the midwest.  It is an Evansville, IN tradition.  I found this sweet mid-century photo of a DC driver in Evansville.