PepsiCo is innovating in marketing to revitalize some of its brands, and keeping pace with big competitors in the CPG industry to expand its presence in emerging national markets. That´s why the company is launching its program PepsiCo10 in Brazil and India.
"Both for consumer trends and, as we get into it, a lot of interesting technology. It really lines up well for us. It's all about building brands and driving business around the world.”, said Josh Karpf, Digital Director.
According to the company, the program will give the company a much better chance of discovering and harnessing technology, media and communications entrepreneurs in those crucial markets in new initiatives that lead to effective digital- and social-marketing initiatives. In the United States under PepsiCo10, the company received about 500 submissions from interested entrepreneursand then narrowed it to 75 companies that it invited to deliver more-detailed briefs. Then 25 finalists made presentations to about 100 PepsiCo brand-marketing and communications executives. From there, the PepsiCo10 were selected and supported.
"We have teams there that have a heart for" PepsiCo10, he said. "We're going to leverage ideas that work and replicate them in other markets. But these efforts will be authentic to each of these markets — really locally run”, added Karpf.