Pepsi To Give Away Over $1 Million Dollars To Fund Positive Ideas As The
Pepsi Refresh Project Comes to Canada

New poll shows that Canadians want to improve their world but lack the money and the know-how to do it

MISSISSAUGA, ON, April 16 /CNW/ - A new Pepsi poll shows that 92 per cent of Canadians would like to do something to improve the world around them, but many lack the money and the know-how to put their ideas into action.

Canadians passionate about change will now have the means to put their ideas into action with the arrival in Canada of the Pepsi Refresh Project, a groundbreaking movement to foster innovation in social good. In the year ahead, Pepsi will give away more than $1 million dollars to help fund Canadians' ideas for moving the world forward in a positive way.

"The Pepsi Refresh Project will feature significant social engagement around people and the power of ideas, and it was developed with the belief that great ideas can come from anyone, anywhere, anytime," said Stacy Reichert, President of PepsiCo Beverages Canada. "This isn't a campaign; it's a new way of doing business. It transcends corporate philanthropy or cause marketing, because it's focused on deep consumer engagement - and the power of individuals' ideas to make a positive difference with Pepsi's support."

Here's how it will work: Canadians (individuals or organizations) can visit (going live on April 17) immediately to learn more about the program and to download a Submission Toolkit. Then, on June 1, they can submit their idea for a grant in one of six categories: Health, Arts & Culture, Food & Shelter, The Planet, Neighbourhoods and Education. Ideas must be beneficial, achievable, constructive and "shovel-ready". On July 1, voting opens on the site - meaning that Canadians, not Pepsi, get to decide who has the best ideas and who gets the grants.

Every other month, 10 grants will be awarded to the ideas that secure the most votes from Canadians. $200,000 in grants is available every other month as follows: one $100,000 grant; two $25,000 grants; three $10,000 grants; and four $5,000 grants.

To implement the project, Pepsi is partnering with two expert organizations dedicated to making a positive difference in the world: GOOD, a leading platform for thought and action revolving around pushing the world forward; and Global Giving, an online marketplace that connects people who have community and world-changing ideas with people who can support them.

Additionally, Pepsi has assembled an external panel of innovative thinkers in social good to help guide the program. The Canadian Pepsi Refresh Advisory Board members are luminaries in their field, chosen for their track record of success and commitment to moving the world forward. They include:

    -  Joey Adler, CEO, ONEXONE; CEO, Diesel Canada
    -  Akela Peoples, Co-Founder, Youth in Motion
    -  Tim Draimin, Executive Director, Social Innovation Generation
    -  Paul Edney, Co-Author, Change The World For 10 Bucks; Executive
       Director, Inspire Enterprise
    -  Raymond Ko, Top 20 Under 20 Recipient; Founder, Music Sensory
       Awakening Program
    -  Amber MacArthur, Web Consultant, Strategist, Journalist

"All across Canada, people from every walk of life are producing powerful, creative and fun ideas that can create positive change. Pepsi's Refresh Project is going to help move ideas from wishful thinking to reality - and that's an incredibly exciting effort to support," said Joey Adler, Pepsi Refresh Project Canadian Advisory Board Member.

Canadians optimistic about Canada's future feel Canada is a leader in creating positive change, Pepsi poll shows

As Pepsi was planning the Pepsi Refresh Project for Canada, the brand commissioned a national consumer poll to better understand Canadians' views on optimism, empowerment and what holds us back from achieving social good. A few key poll highlights include:

    -  Given the opportunity, 92 per cent of Canadians would like to do
       something to help improve the world
    -  86 per cent of Canadians are very or moderately optimistic that
       Canada has a positive future compared to other countries
    -  Money is the number one thing that holds people back from putting
       their ideas into action (31 per cent), followed by not knowing how to
       get started (27 per cent)
    -  62 per cent of Canadians feel that Canada is definitely or probably a
       leader regarding creating change or making a positive difference in
       the world

"These research insights confirm without a doubt that everyday Canadians are passionate about doing good, and that they need support to move their ideas into action," said Reichert. "Pepsi is extremely proud to be an enabler for innovation in social good through the Pepsi Refresh Project."

Pepsi Refresh Project

In an effort to support those who generate innovative, optimistic ideas, the Pepsi Refresh Project ( will award more than $1 million in the year ahead to move communities forward. Starting on June 1, 2010, individuals and organizations can apply for grants to benefit a variety of projects, and site visitors can vote for the best ideas for funding when voting opens on July 1. The Pepsi Refresh Project is an evolution of the Joy It Forward initiative Pepsi launched in 2009, which showed the brand as an optimistic catalyst for idea creation. Pepsi will fund projects that make a difference in six categories: Health, Arts & Culture, Food & Shelter, The Planet, Neighbourhoods and Education.

PepsiCo Canada and the Pepsi Brand

PepsiCo's businesses in Canada are organized into two business units. PepsiCo Foods Canada includes Frito Lay Canada and the Quaker Foods & Snacks business. PepsiCo Beverages Canada includes Pepsi-Cola Canada, Gatorade and Tropicana. The Pepsi Brand has been bringing fun and refreshment to Canadian consumers for over 75 years. For more information, please visit


PepsiCo offers the world's largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that each generates more than $1 billion in annual retail sales. Our main businesses - Frito-Lay, Quaker, Pepsi-Cola, Tropicana and Gatorade - also make hundreds of other nourishing, tasty foods and drinks that bring joy to our consumers in more than 200 countries. With annualized revenues of nearly $60 billion, PepsiCo's people are united by our unique commitment to sustainable growth, called Performance with Purpose. By dedicating ourselves to offering a broad array of choices for healthy, convenient and fun nourishment, reducing our environmental impact, and fostering a diverse and inclusive workplace culture, PepsiCo balances strong financial returns with giving back to our communities worldwide. In recognition of its continued sustainability efforts, PepsiCo was named for the third time to the Dow Jones Sustainability World Index (DJSI World) and for the fourth time to the Dow Jones Sustainability North America Index (DJSI North America) in 2009. For more information, please visit

For photos, broadcast footage and additional information visit:

SOURCE PepsiCo Canada

For further information: For further information: Maureen Juniper or Kelly Mansell, PraxisPR, Office: (905) 949-8255 Ext. 226 or 221, Cell: (416) 305-5606 or (416) 508-0611, or

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