Continuing on Pepsico’s strategy of “Performance with a Purpose” came the recent News release that they have partnered with the CWDF’s ‘Water Cellars for Mothers project where, depending on the specific needs of a village, school or household, it brings access to safe water through rainwater harvesting or building centralized water supply systems in target communities in rural central and western China.
A fantastic collaboration, despite sitting more closely in the CSR space than true social business.
WHAT THEY MISSED
This isn’t new news! PepsiCo’s involvement with Water Cellars for Mothers began in 2001 with several grants supporting the project. In 2011, the PepsiCo Foundation awarded CWDF a $5 million grant, to establish more systemic support of Water Cellars.
What should be celebrated is that Indra K. Nooyi, CEO of PepsiCo, was awarded the title of ‘Water Cellar for Mothers’ International Charity Ambassador at a Beijing conference held on October 22, 2014, at the Great Hall of the People. It marked the first time that a foreign figure had been named as a charity ambassador for the “Land of Love, Water Cellar for Mothers” project since its launch 14 years ago.
Ms. Nooyi was awarded the title for her tireless efforts in promoting the development of the “Land of Love, Water Cellar for Mothers” project over the last 13 years.
THE QUESTION NOW
Given the choice of Pepsico to re-publicize this partnership, will they look to mobilise their brands and the people of China to support the initiative in a way that grants never could?