Icy, for Pepsi it's a tax write off, so if the organization they give the money to fails, it's no skin off their nose.
It's easy enough for their PR
department to say it wasn't Pepsi's fault if the people the money went to didn't know how to use it wisely.
It's also a marketing strategy for Pepsi. They give out $250,000 and get millions in free
advertising as well as the good will of consumers, which is what they're really aiming for; those consumer dollars.
Huge companies like Pepsi are rarely philanthropic without getting something in return, usually much more than the money they're giving away. $250,000 is a drop in the bucket to a corporation as large as they are.
It's an absolutely brilliant marketing strategy, but don't be fooled. Pepsi's doing this more for themselves than anyone else.