SXSW: PepsiCo global chief highlights digital 'strategic imperative'

Josh Karph
Josh Karph

PepsiCo plans to forge a deeper relationship with Silicon Valley while expanding its tech start-up scheme to emerging markets, as part of a strategy to be associated with cutting-edge technology.

Speaking to Marketing at the 'PepsiCo Lounge' at SXSW, Josh Karpf, global director of digital at PepsiCo, one of the event's sponsors, said that, as its audience was becoming 'increasingly digitally native', it was 'a huge strategic imperative' for PepsiCo to truly understand the channel.

'We are trying to strengthen our relationship with the Valley in a way that is value-added for us as much as them,' added Karpf.

This is the fourth year that PepsiCo has sponsored SXSW, with 2012 marking its biggest activation to date. Through the sponsorship, Karpf said he wanted the company to create 'new and interesting digital experiences' for its consumers, highlighted by the debut of its mobile-enabled six-pack hi-fi boombox at the show's 'What if? Unconference'.

'Most of the technologies consumers are using now had some sort of inflection point at SXSW,' claimed Karpf. 'Twitter broke here, as did Foursquare. We feel that, with our brands being at the cutting edge of culture, we need to be close to that and understand these companies really well.'

As part of this strategy, Karpf revealed that PepsiCo was expanding PepsiCo10, a scheme that identifies tech start-ups to connect with its brands, to India and Brazil.

The emerging markets are vital to its business, he said, adding that PepsiCo has the power to become a 'tech incubator' in those regions.

Regarding trends at SXSW, Karpf said the interplay between analogue and digital, such as the Highlight app, was a key area of focus for PepsiCo.

Read all the news from SXSW Interactive


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers