For the first time in 23 years, Pepsi will not have any ads in the Super Bowl. Instead, the company will be spending $20 million on a social media campaign it’s calling The Pepsi Refresh Project.

Such a large move is noteworthy for any company, however Pepsi’s symbiotic relationship with the Super Bowl makes this shift to new media that much more seismic. ABC News notes that Pepsi spent $142 million on Super Bowl ads over the last decade. Pepsi’s ads are often some of the most iconic, and the company has historically pulled out all the stops for the Super Bowl.

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The Pepsi Refresh Project

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Rather than spending money on a Super Bowl ad, Pepsi will launch the Pepsi Refresh Project on January 13, 2010. At that time, users can submit their ideas to Pepsi for ways to refresh their communities, making the world a better place.

Voting will begin on February 1, 2010, and the projects that get the most votes will be funded by Pepsi. Pepsi expects to spend $20 million to fund thousands of projects.

Connecting their brand to improvements for their community. A commendable decision. If done well, i.e., remain focused on accomplishing solutions, it could have long lasting positive effects for the company. It has already begun to work, with just the announcement.

Unfortunately, the general use of their products contribute to health and environmental problems world-wide. So, at best, this campaign will be like polishing a poisoned apple.

But, it does represent a positive direction for brand awareness campaigns and is using Social Media interaction in a potentially powerful way. If judged successful by decision makers in brands watching on the sidelines, it has a good chance, overtime, of having an overall positive effect on society generally.