Many are definitely paid and bused around (essentially as human cargo --- the institutional left doesn't care about individuals anyway, only groups --- because groups can easily be pitted against each other) -- we learned some of the tactics and techniques from the O'Keefe videos.
The main point is to create a sense of of discomfort in the general population, and to manufacture the perception that protestors are a majority (when they're not).
The deal with "Pepsi" is this Pepsi ad, where Portray tried to portray themselves as "social justice warrior" - using one of the Kardashian sisters. (Pepsi eventually pulled the ad)