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...down and the bottom up? Pepsi executives are quick to point out that there will be traditional television advertising for Pepsi Refresh, just not during the Super Bowl. If you're going to launch a charitable initiative that can build goodwill toward your brand, however, isn't 100 million captive viewers an attractive audience? If you're going to give away $20 million, what's another $3 million to build more excitement for your project and, hopefully, sales of your soda? (See the top 10 best business deals...
...message. "The Super Bowl is just too extravagant for something like this," says Lee Clow, chief creative officer and global director of media arts at TBWA Worldwide, the agency that created Pepsi's campaign. "It's seems like a contradiction to say you're going to set aside $20 million in marketing dollars for a worthy cause, then turn around and spend $12 million on two 60-second spots for the Super Bowl. Couldn't that money be put to better...
...wouldn't be the first time the German government struck such a deal. Two years ago, Germany paid an informant $6.3 million to obtain stolen bank details for several hundred members of the LGT banking group who were suspected of evading taxes by putting their money in bank accounts in Liechtenstein. That deal reportedly helped the government recover $250 million in lost revenue by the end of last year. One of the suspects, Klaus Zumwinkel, the former head of Deutsche Post, was convicted of tax evasion and received a two-year suspended prison sentence and a fine of $1.4 million...
...with the deal last month. The individual provided a sample of the data, which authorities are now checking to determine its legitimacy. Details of the proposed deal were then leaked to the media, plunging Chancellor Angela Merkel's government into a public moral dilemma. Should it pay the $3.5 million the informant was reported to have demanded - which the media said could help the country recoup some $140 million in lost tax revenue - or turn down the offer because it amounted to rewarding criminal behavior? (See a TIME photo-essay on East Germany...
...government about $40 billion a year, according to Lehner. German opposition parties supported buying the CD if it would help uncover the identities of suspected tax dodgers. "It's a scandal that [the authorities] pursue every parking offender but not those people who evade paying up to $300 million in taxes," Sigmar Gabriel, chairman of the Social Democratic Party, told the paper Hamburger Abendblatt. The German police union was equally adamant that moral concerns should be pushed aside. "The police work with criminals on a daily basis - we have paid informers who help us uncover drug trafficking or other crimes...