Slam Dunk or Snake Oil?

While Pepsi may have won the crowd with its gladiator-esque Super Bowl moves, I don't see a theory of change. How can we measure impact? And frankly, I don't see how this matches Pepsi's culture other than they want to be everything to everyone. But is that what Pepsi really stands for?

Companies like Pepsi are innovating, and they need to be congratulated for new steps in cause marketing. At the same time, evolution dictates more than a contest. We need change that's measurable and purposeful.