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PepsiCo 10 Funds European Start-Ups in Digital Media

 - Jun 24, 2011
References: pepsico10 & psfk
Pepsico 10 has just announced that it will be taking its popular start-up incubator overseas after the popularity that the program received in America last year. The program will be looking to fund European start-ups that focus on one of the following areas: social media, mobile marketing, place-based technology, digital video and gaming or learning.

Pepsico 10 is an innovative way for the soft-drink manufacturer to rebrand themselves as a company that cares about innovation. By stepping outside of traditional marketing methodologies, Pepsi has created a means to give back and promote their bottom line.

Implications - The eco-movement informs the values of a large cross-section of society. These consumers have used the green revolution as a gateway to caring about social causes. Companies that integrate social responsibility into their brand identity will poised to develop a lasting relationship with this large demographic.