PepsiCo is looking for a few good partners. Ten, to be exact; and technology partners, that is. And they are looking to consumers to provide them.

Its new innovation incubator, PepsiCo10, will boost 10 entrepreneurs with money, marketing, and brand resources from a stable of products including Pepsi, Quaker, Frito-Lay, Tropicana and Gatorade.

Their latest engagement campaign offers venture capital-backed funding for pilot tech-based projects. Budgets can range from $250,000 to $10 million (and/or annual revenues of $250,000 or more). They'll also consider early stage tech startups that are already public or getting ready to launch.

"As it becomes more challenging to engage consumers, and as new [media] platforms emerge, we thought: 'What better way to get in with them and support them. There's lots of emerging technology and emerging platforms. The question is, how can they connect brands with consumers?” Seth Kaufman, PepsiCo's director of media strategy and investment, commented to Mediapost.Continue reading...

Ford is said to be ready to kill off its struggling Mercury brand (yes, that's Farrah Fawcett).

Following today's news conference with Obama, US officials said BP's "top kill" effort appears to be working at capping the spill.

Facebook's privacy battles aren't over yet, says Mashable's Pete Cashmore.

Cartier maker Richemont said Asia-Pacific is the only bright spot in its near future.

Newsweek.com introduced a redesign today.Continue reading...

Google buzz builds for day 2 of developers confab in SF. Mashable shows demos from day 1 above. Other brands in the news:

American Airlines, unmerged, looks to its global partners for survival.

BMW's busy hybrid future may include 3 series.

Procter & Gamble opens first ecommerce site, eStore, and relaunches sustainability scorecard.

London 2012 mascots unveiled, mocked.

Mars bars suits up in World Cup colors in UK, marking first redesign in 78 years.Continue reading...