The initiative, 'Transform Your Patch', will contribute towards the regeneration of up to 165 outdoor spaces throughout the UK, giving communities better access to sports facilities, parks and football pitches where people can socialise, exercise and stay healthy, promoting feelings of wellbeing.
The campaign has been created in partnership with Groundwork, the country's leading environmental regeneration charity and will run for nine months from February through October 2012.
Consumers will be responsible for driving the success of this initiative. The sale of each promotional pack will translate into a 1cm² piece of land that can be transformed into outdoor space. Key Impulse packs which are being sold across the brands will even feature an actual 1cm² patch to represent the 1cm² of land.
Each brand corresponds to a different project; Pepsi sales will contribute to five-a-side football pitches, Robinsons and Fruit Shoot to playgrounds, J2O, 7UP, Lipton, R Whites and Juicy Drench to communal parks and picnic areas, and Mountain Dew and Tango to skate parks.
Amanda Thomson, marketing director at PepsiCo UK, said: "'Transform Your Patch' has the power to make a real difference to communities throughout the country. By working with Groundwork to transform outdoor spaces, we will create more opportunities for people to get outside and enjoy themselves, be it to meet friends for a picnic or kick a football around.
