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MediaBuyerPlanner: In a bid to increase awareness of its environmental initiatives, Pepsi has signed on as one of the biggest sponsors of the Live Earth concerts on July 7.
Like arch-rival Coke, which last week unveiled plans to reduce energy and water consumption at its Atlanta headquarters, PepsiCo will announce plans to reduce its carbon footprint and extend its environmentally friendly practices, claims a source (via Brandweek).
Pepsi, already planning to change its can design 35 times this year, will manufacture cans with the Live Earth event emblazoned on them.
In other initiatives, Pepsi is swinging into its role as the official soft drink of Major League Baseball in May, with Johnny Damon of the New York Yankees and Joe Mauer of the Minnesota Twins starring in TV spots and point of purchase.
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