DALLAS — 7-Eleven and Pepsi are targeting young shoppers with a cause-marketing campaign that leverages the location-based Facebook Places service.
Through Dec. 31, Pepsi will donate 5 cents for every 20-ounce Pepsi product purchased at a participating 7-Eleven store to Feeding America, which provides emergency food assistance to 37 million Americans each year. Shoppers can double the donation by “checking in” to 7-Eleven on Facebook via a mobile device.
Pepsi and 7-Eleven will have in-store and online promotional displays and advertising to drive deeper awareness, including case cards on Pepsi endcaps coupled with national and local advertising on Facebook and participating food bank websites. Pepsi will donate up to $250,000.
"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 senior vice president of merchandising, marketing and logistics, in a press release. "Pepsi has been a great partner in extending our partnership with Feeding America, a charity focus for our companies."
