Seizing a prime opportunity to leverage holiday spirit to have an impact on humanity this holiday season, beverage brands such as Pepsi and Breckenridge Brewery are upping their holiday campaign games.

The Gift it Forward with Pepsi campaign starts a new holiday tradition of giving consumers hundreds of thousands of dollars in cash to help them spread holiday cheer among friends, family and causes dear to them. Scanning QR codes found across 12-packs of Pepsi, Diet Pepsi, Pepsi Zero Sugar, Wild Cherry Pepsi and Pepsi Vanilla, as well as Pepsi Mini Can 10- and 15-packs, fans can try their luck at a digital scratch-off game to win a cash prize ranging from $5 to $25,000 that can then be instantly gifted to a friend or a charity.

Meanwhile, Breckenridge Brewery is treating 100 Manhattan residents to a Christmas tree delivered to their door. The brewery had seen the struggles New Yorkers face in trying to lug a Christmas tree down snowy streets, as only 22 percent of Manhattan residents owns a car, and they wanted to help, the brewery said. Residents simply followed @BreckBrew on Instagram and show how they prepared for the holidays with the hashtag #BreckSharestheSeason and #sweepstakes. The brewery delivered the trees to the winners during the first two weeks of December.

Whether it’s as gratifying as sharing big winnings with others or as simple and fun as delivering a Christmas tree, it’s refreshing to see brands using creative and monetary clout to make positive ripples in the lives of many this holiday season. I’d enjoy seeing more brands take note and step up to the plate in the future to see what type of impact could be possible if more brands launched campaigns like these.