PepsiCo Launches PepsiCo10 Incubator Program in Brazil

SAO PAULO and PURCHASE, N.Y., Sept. 24, 2012 /PRNewswire/ — PepsiCo today announced an open call for young entrepreneurs and forward-thinking university students in Brazil to submit business ideas for its digital incubator program – PepsiCo10. Now in its third year, PepsiCo10 identifies promising emerging technologies that can be applied to brands to engage consumers in new ways to help drive sales.  PepsiCo10 Brazil will be the first PepsiCo10 program focused on an emerging market.

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In addition to attracting start-ups, PepsiCo10 Brazil will focus on engaging tech-savvy Millennials by inviting submissions from university students across Brazil. Business sustainability is included among the four submission categories, joining Entertainment, Mobile and Retail — reinforcing the priorities and interests for PepsiCo’s Brazil business.

Launched in 2010, the inaugural PepsiCo10 US received more than 500 submissions from budding entrepreneurs that gave PepsiCo an early look at technology trends such as social TV, experience-based gaming, crowd-sourced content creation, and pay-at-the-table digital promotion. In 2011 the momentum continued with PepsiCo10 Europe, attracting applicants from start-ups in 18 countries and resulting in marketing pilots with billion-dollar PepsiCo brands like Doritos, Quaker, Walkers and Pepsi MAX.

PepsiCo10 Brazil is kicking off the submission process with a reception and panel at Social Media Week Sao Paulo, which begins today and runs through September 27. From September 2012 to June 2013, the program will select 10 entrepreneurs or university students in two phases to implement marketing programs with leading global and local PepsiCo brands, among them TODDY®, DORITOS®, RUFFLES®, PEPSI®, QUAKER® and H2OH!®, across four categories: Entertainment, Mobile, Retail and Sustainability. Entrepreneurs can apply for the Fall 2012 phase through October 27, 2012 via a tab on PepsiCo Brazil’s Facebook page For more information visit

“Brazil is a great market to run the PepsiCo10 program. Our brands are recognized for their imaginative and surprising programs that reach consumers in unexpected ways, like crowd-sourcing the next product flavor or involving them in a community activity,” said Nora Mirazon, Consumer Engagement Officer at PepsiCo Brazil. “PepsiCo10 offers an amazing opportunity to accelerate our innovation process while boosting engagement with consumers in this key market.”

Cristiana Gomes, Director of Human Resources at PepsiCo Brazil, added, “Along with the search for new ideas, PepsiCo10 supports our strategy of attracting and retaining top talent by giving us a chance to communicate with some of the brightest and most creative young Brazilian minds.”

“We are excited to build the PepsiCo10 roster in Brazil, a growth engine for PepsiCo and a nation brimming with innovative ideas and creativity,” said Josh Karpf, Director of Digital Media at PepsiCo. “PepsiCo10 reinforces our commitment to marketing excellence and gives our brands a competitive edge by putting a process behind discovering technologies that enable digital connections with consumers.”

How it works:
Start-up companies and students can submit online applications through the PepsiCo Brazil Facebook page from September 24, 2012, through October 27, 2012, in one of four categories: Entertainment, Mobile, Retail and Sustainability.  During Phase One of the program – September to December 2012 – judges will select five start-ups to activate marketing pilots— followed by another five selections in Phase Two – January to June 2013. Pilot programs will be conducted with brands TODDY®, DORITOS®, PEPSI®, H2OH!® and GATORADE® in Phase One and TODDYNHO®, QUAKER®, RUFFLES®, PEPSI® and LIPTON® in Phase Two. Proposals are evaluated on a rolling timeline based on a variety of factors, including an applicant’s ability to partner with PepsiCo brands and commercial viability. Judges will include executive leadership from PepsiCo, venture capital firm Highland Capital, alongside agency partners iThink, Omnicom and local digital influencers. The PepsiCo10 Brazil winners (up to two travelers per winning submission) will be offered an all-expenses paid trip to New York City in 2013 for the opportunity to meet with PepsiCo brand marketers and network with US-based digital influencers. Partnerships and pilots for Phase One and Phase Two will begin in 2013.

PepsiCo is looking for innovative business concepts in emerging technologies from both Brazilian college students and start-ups that meet the following entry requirements:

  • Early-stage: The start-up/ company or idea must be in the marketplace for less than three years as of September 1, 2012.
  • Technology business: The start-up/ company or idea must have a demonstrable business technology or application. No agencies please.
  • Ready-to-Go: The start-up/ company or student must have a feasible product that is ready for a business application.

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