Cause Marketing and Social Media Come Together in 7-Eleven/Pepsi Campaign
PURCHASE, N.Y.-- Pepsi has partnered with 7-Eleven Inc.'s convenience stores nationwide to ask consumers to help relieve domestic hunger by purchasing a Pepsi trademark product at participating 7-Eleven locations nationwide, with proceeds of up to $250,000 going to Feeding America.
According to the soft drink company, from now through Dec. 31, Pepsi will donate 5 cents from each 20-ounce Pepsi product purchased at 7-Eleven locations, and customers can double their donations by checking-in to 7-Eleven on Facebook.
"We believe it's important to create unique, point-of-sales marketing programs that engage our customers and provide them with a convenient, immediate way to do good," said Bryan Welsh, Pepsi shopper marketing vice president.
Pepsi and 7-Eleven will have in-store and online promotional displays and advertising to drive deeper awareness, including case cards on Pepsi end-caps coupled with national and hyper-local advertising on Facebook and participating food bank websites.
"Studies show that cause-marketing and social media are two critical ways to reach millennial consumers, a target demographic for both 7-Eleven and Pepsi," said Jesus Delgado-Jenkins, 7-Eleven's senior vice president of merchandising, marketing and logistics. "Pepsi has been a great partner in extending our partnership with Feeding America, a charity focus for our companies."
All donations go to Feeding America's national and local programs, which provide emergency food assistance to 37 million Americans each year, including 14 million children and three million seniors.
For more information on the Pepsi, 7-Eleven and Feeding America partnership, please visit the Pepsi Feeding America Facebook tab at www.facebook.com/pepsi.