My readers know by now that I am not exactly a fan of PepsiCo’s mega-marketing campaign disguised as philanthropy known as the Pepsi Refresh Project. As I wrote about previously, the nation’s largest food company is exploiting schoolchildren as young as age 6 in an effort to brand itself as the world’s savior.
As I wrote last month, it can get pretty annoying when your friends harass you to vote for their favorite cause to “win” a grant from the now-ubiquitous Pepsi Refresh Project.
I recently blogged about questions regarding how PepsiCo’s voluntary beverage guidelines, announced in March, would be implemented in schools given that contracts are made at the local level. Now with back- to-school in full swing, I have even more questions about how PepsiCo may be using stealth marketing techniques to gain access to that coveted captive K-12 audience.
Today, the company announced a new program it calls Score for Your School. From the press release: Continue reading →
