PepsiCo launched an innovation incubator program called PepsiCo10, an open call for promising start-ups in media, communications and technology. In this unprecedented initiative, PepsiCo will select up to 10 aspiring entrepreneurial groups, match them with industry mentors, and join with them to activate pilot programs with PepsiCo brands. Entrepreneurs can find out more information about the PepsiCo10 and apply online now through June 24, 2010: www.pepsico10.com.

Coca-Cola UK knows how to engage fans into the interactive celebration of the biggest football event of the year,  2010 FIFA World Cup. The soft-drink giant, which is an official sponsor of the tournament, has released a viral video featuring English-team player Wayne Rooney and comedian James Corden, who are “shooting” an ad, where the footballer is supposed to show his own energetic version of a goal celebration.