Pepsi looks to nurture its own next big thing

06/9/2010 | Advertising Age (tiered subscription model)

In conjunction with Mashable and Highland Capital, Pepsi has launched an innovation-incubator project that aims to identify and fund 10 up-and-coming social startups and attach them to campaigns promoting PepsiCo brands. "This is an opportunity for us to invest in the future," said Seth Kaufman, the company's director of media strategy and investment.

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