Doritos's "Crash the Super Bowl" is the canonical case in user-generated contest marketing at consumer scale. Ran annually 2007-2016. Consumer-created commercials aired during the Super Bowl. The high-stakes prize structure, open creative latitude, multi-year program continuity that made it the operating reference.
PepsiCo continues to operate as one of the more substantial portfolio reinvention machines across multiple categories. The diversified portfolio structure, the multi-category architecture, the continuous experimentation culture, the cohort-driven product development, and the broader snack-funded experimentation across Frito-Lay, Quaker, Gatorade, Tropicana, and broader beverage operations.
PepsiCo continues to operate one of the more substantial long-running nonprofit partnerships through its broader Feed The Children relationship. The Americans Feeding Americans Caravan participation, the multi-stakeholder partnership architecture with The Salvation Army and Jewel-Osco, the substantial product contribution across Frito-Lay, Quaker, Life cereal, and Sierra Mist beverages, and the broader long-running partnership effectiveness.