# Transatlantic Tech Empowerment PepsiCo 10 Funds European Start-Ups in Digital Media By Christopher DeLuca | Published 2011-06-24 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/pepsico-10 References: [psfk](http://www.psfk.com/2011/06/pepsico10-looks-for-innovative-tech-start-ups-in-europe.html) & [pepsico10](http://pepsico10.com/#) [Pepsico 10](https://www.trendhunter.com/trends/taste-of-tomorrow) has just announced that it will be taking its popular [start-up incubator](https://www.trendhunter.com/trends/siemens-for-startups) 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. ## Trend Insights (Trend Hunter) - Score: 0.8/10 - Popularity: 3% | Activity: 12% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **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. - **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. - **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. ### Industries Being Reshaped - **Digital Media:** Investing in European start-ups focused on digital media has the potential to disrupt the media industry with innovative solutions. - **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. - **Marketing:** The integration of social responsibility into brand identity disrupts traditional marketing methodologies and appeals to eco-conscious consumers, potentially transforming the marketing industry. ## Related on Trend Hunter - [College-Targeted Awareness Campaigns](https://www.trendhunter.com/trends/taste-of-tomorrow.md) - [Festive Creator-Led Series](https://www.trendhunter.com/trends/pepsi-pioneers.md) - [CPG-Startup Supporting Campaigns](https://www.trendhunter.com/trends/the-pop-up-grocer-fund.md) - [CPG Goods-Focused Initiatives](https://www.trendhunter.com/trends/accelerator-program1.md) - [Mixologist-Crafted Beverage Creations](https://www.trendhunter.com/trends/drips-by-pepsi.md) - [Healthy Drink Manufacturer Acquisitions](https://www.trendhunter.com/trends/pepsico-poppi.md) - [Influencer-Led Soda Campaigns](https://www.trendhunter.com/trends/bring-out-the-flavour-campaign.md) - [LED Can Concepts](https://www.trendhunter.com/trends/pepsi-smart-can.md) - [Gen Z-Focused Beverage Launches](https://www.trendhunter.com/trends/britvic.md)