Pepsi's strategy: Create a research environment so scientists and public health experts don't feel out of place at the corporate HQ of sugar, salt and fat.
"Last month PepsiCo set off a firestorm among angry bloggers when the company attempted to buy its way onto the popular ScienceBlogs (run bySeed Media Group) with its own offering called Food Frontiers. Apparently, the actual scientists didn't appreciate having their space invaded by PR flaks. One bloggerput it succinctly, "I don't care how many PhD scientists they hire,PepsiCo is a corporation, not a research institute, for crissakes!" Within two days, ScienceBlogs apologizedand pulled PepsiCo's plug, but not before some disgusted bloggers quit altogether."