Brands are using social media to promote social causes and involve consumers.

The Pepsi Refresh Project is a (large scale) example of the path that brands will follow. The product is in the background. (The only element that can vaguely remind us of Pepsi soda is the word "Refresh"). Still, we do not see any Pepsi drink or anyone quenching their thirst with the popular beverage. Pepsi promotes human values instead of product value. The public has a saying as to what causes Pepsi will support. That way the brand is not limited to supporting a specific cause, but gives the opportunity for several issues to b addressed. Anyone and any NGO can propose a good cause and bit for an amount of funding from Pepsi. The final decision lies on the public. The website encourages anyone to vote for his favorite cause. The website offered the opportunity to eople or organizations who submitted their idea, to advertise it in Facebook.