Mashable has just reported on the continued success of Hit Refresh in the USA. This is one of my favourite examples of a big brand 'doing good'. Hit Refresh has seen Pepsi redirect their entire superbowl spend into making this program happen.
I love it because it leverages a brand truth beyond "CSR" to join, create and embed positive difference into culture.
Nic Mackay from The Human Race spoke about brands 'doing good' a few months back at Battle of Big Thinking in Sydney. He said " When 'doing good' is at the centre of everything a business stands for and does, genuine business advantage will arise'
Couldn't agree more.
Read article here
(article via mashable/ thanks Christian)
