There's no question that Pepsi's "Refresh Project" has been an astounding success since it was launched in 2009. The initiative has impacted and inspired the lives of many as Pepsi has donated millions of dollars to fund great ideas to make communities around North America a better place.
From a promotional standpoint, the platform has proven to be terrific for Pepsi on all fronts as it's easily applicable to all of Pepsi's touch points, including team and league partnerships. Pepsi recently teamed up the Canadian Football League and eight (8) CFL players (each representing a different team) to create a captivating campaign that features each of the players competing for a $50,000 Pepsi Refresh Project grant to support an idea that makes a positive change in their community.
The CFL Challenge initiative, which runs through Wednesday, November 24th, encourages CFL fans to vote for their favorite players' campaigns in a head-to-head competition that will decide who will win the $50,000 grant. The initiative allows notable CFL players to work hard off the field for a good cause and leverage the support of their avid fan base - a "win-win" for all parties involved.
Here is a quick breakdown of the campaigns each of the CFL players are supporting:
- Jason Arakgi, BC Lions - Camp Goodtimes
- Patrick Kabongo, Edmonton Eskimos - Wellspring Edmonton
- Wes Lysack, Calgary Stampeders - Canadian Cancer Society Patient Care Kits
- Rob Bagg, Saskatchewan Roughriders - Juvenile Diabetes Research Foundation of Canada
- Luke Fritz, Winnipeg Blue Bombers - Winnipeg Harvest Hunger for Hope Program
- Andre Durie, Toronto Argonauts - Community Living Mississauga
- Marwan Hage, Hamilton Tiger-Cats - McMaster Children's Hospital
- Anthony Calvillo, Montreal Alouettes - The Cedars Cancer Institute
Check out the initiative below: