Is there a Third Way in Business? Does it make sense to opt for a non-traditional marketing approach and satisfy stakeholders in a broad sense? Is there a necessary trade-off between business results and sustainability? Is it possible, in other words, to contribute at the same time to the company objectives and social growth?

I am positive there is a THIRD WAY in Business and Marketing. An alternative route to market by which companies can succeed in attaining their objectives while contributing to social growth and sustainability. One of the ways would be everything around Bottom of the Pyramid Business (if properly and ethically executed); and another one could certainly fall under Corporate Social Responsibility.


How to do it?  Pepsi shows the way with the LITER OF LIGHT CAMPAIGN

Pepsico in the Philippines is showing us the way with its Liter of Light Campaign.

Here is a brief of what they have done:

Pepsi Philippines has teamed up with My Shelter Foundation in a campaign that seeks funding from a global audience to bring the gift of light to low-income communities in the country.

The BBDO Guerrero created campaign backing the seasonal initiative launched with a “Give the Gift of Light” e-card and uses digital channels including video on YouTube and Facebook and Web banners to drive awareness. The e-card allows individuals to donate directly to the project at www.aliterofkight.org, the website carrying the solar lighting project’s new global identity, a Liter of Light.

Pepsi has been a supporter of the project under its previous Bottle of Light identity to provide innovative, low-cost, carbon-free lighting solution to low-income communities in the country. The initiative uses discarded plastic soft-drink bottles, which are filled with water and a small amount of bleach. The bottle then refracts the sun’s rays to produce daytime equivalent lighting equivalent to a 55-W electric bulb.

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What have been the results? Simply amazing for Society and Pepsi

The campaign, that was launched online and was later on based on augmented reality media, has turned out to be extremely successful:

v More than 20.000 bulbs installed

v Impressive PR coverage at world class media leaders like BBC, Tede, New York Times, etc.

v Expansion of the initiative to Uganda, Mumbai, Vietnam and Kenya.

v Coomendation given by the UN Climate Chief



In the words of Executive Secretary of UNFCC : “… something simple (and cheap) can make a difference in the quality of life of millions of people“. And, I would add, also makes a big difference for Pepsi´s Brand Positioning…



Ignacio Gafo


PS: Special thanks to Hamad Al Tabatabaei for sharing this initiative with me.


Sponsorized by:
Volvo - Marketing blog


Hamad June 25, 2012 - 11:18 pm

Great article..Thank you Nacho :)

Salvador Moros Sánchez June 29, 2012 - 12:19 pm

¿Hasta qué punto las empresas no hacen este tipo de campañas viendo en binomio inversión-beneficio? Estas campañas buscan claramente incentivar compras bajo el paraguas de un posicionamiento “más bueno” que el competidor.

POr otra parte ¿este tipo de acciones “marquetosociales” están directamente relacionadas con el tamaño de la empresa y su poder de impactar con grandes campañas? no busco ejemplos puntuales que desdigan esta pregunta, sino generalidades.

En época de crisis, Pepsi seguro que está menos afectada, ¿hasta qué punto se reducen este tipo de iniciativas?

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