PepsiCo 10 Funds European Start-Ups in Digital Media
Christopher DeLuca — June 24, 2011 — Marketing
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.
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.
Trend Themes
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European Start-ups in Digital Media — Opportunity to invest in European start-ups focused on digital media, providing potential disruptive innovation in the media industry.
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Social Media, Mobile Marketing, Place-based Technology, Digital Video and Gaming, Learning — Focus on funding start-ups in these areas presents an opportunity for disruptive innovation in the tech and entertainment industries.
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Integration of Social Responsibility Into Brand Identity — Companies that embrace social responsibility as part of their brand identity can develop lasting relationships with eco-conscious consumers, potentially disrupting traditional marketing methodologies.
Industry Implications
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Digital Media — Investing in European start-ups focused on digital media has the potential to disrupt the media industry with innovative solutions.
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Tech — Funding start-ups in the areas of social media, mobile marketing, place-based technology, digital video and gaming, and learning can foster disruptive innovation in the tech industry.
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Marketing — The integration of social responsibility into brand identity disrupts traditional marketing methodologies and appeals to eco-conscious consumers, potentially transforming the marketing industry.
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