The Homa Files

Excerpted from Brandweek “Pepsi Ups its Online Eco Efforts” by Kenneth Hein, September 30, 2008  

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Pepsi, today, is launching not one, but two Web sites trumpeting its eco-friendly efforts. PepsiEcoChallenge.com and Pepsirecycling.com both spotlight Pepsi-Cola North America’s slew of sustainability programs.

The more promotional site, Pepsirecycling.com, offers consumers 100 Pepsi Stuff points for taking a quiz about recycling. Points can be redeemed for prizes, like shirts made from recycled materials, and entrance into a sweepstakes for a Smart car. Pepsirecycling.com  offers a myriad of information about recycling as well as origami instructions for used 12-pack cartons.

“We’re putting recycling front and center and giving our customers an incentive to do their part for the environment,” said Victor Melendez, vp-marketing, sustainability for PCNA, Purchase, N.Y., in a statement. “Pepsi has always stood for fun and now we’re channeling that Pepsi spirit into raising environmental awareness.”

PepsiEcoChallenge.com reads more like an interactive brochure that explains how the company is working to save energy and water as well as working to create sustainable packaging… It points out Pepsi is working to reduce its U.S. plants’ water consumption by 20%, electricity usage by 25% and fuel consumption by 25% by 2015.

Because a segment of consumers demand eco-accountability from their favorite brands, such efforts are of increasing importance, said John Sicher, editor of Beverage Digest, Bedford Hills, N.Y. “There is certainly growing interest among consumers in buying products from socially responsible companies,” he said. “It’s important that big companies like Pepsi reach out and show decision makers and decision influencers that they are taking a lead in this.”

Edit by SAC

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Full article:
http://www.brandweek.com/bw/content_display/news-and-features/digital/e3i5452d1396a606a4187805864881b8d0d

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This entry was posted on October 14, 2008 at 6:38 am and is filed under Environment - Green, Mktg - Brands. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.