In 2010, the company launched the Pepsi Refresh Project, its main marketing campaign for the brand.

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That includes, of course, its Pepsi Refresh project, which gives money to people with worthy do-gooder causes.

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But PepsiCo also spent heavily on TV advertising, aiming the Pepsi Refresh Project at its traditional customer base.

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Earlier this year, the Pepsi Refresh Project was launched.

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Descriptions of these grass roots endeavors are posted on the Pepsi Refresh Project website, where the public votes on their favorites in a series of prize and project categories.

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The Pepsi refresh project is an initiative in which Pepsi diverted the money it would have spent on Super bowl advertising, and instead created a fund to support philanthropic community projects that were both proposed and endorsed by consumers.

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Think of the Pepsi Refresh Project.

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The company's cola brand took a pass on the Super Bowl last year (the ad dollars instead went to a community advocacy project dubbed Pepsi Refresh), but both Pepsi Max and Doritos will be there sometime after the kickoff at 6:30 p.m.

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Opting for new direction centered around the Refresh Project--a digital platform for action to reward those with big ideas for improving communities across the areas of arts and culture, charity, health, neighborhood and education--Pepsi had many innovative ways the Refresh Project would be featured in the digital space.

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