The details about the incubation programme are vague because this is the first time that the company is attempting a pan-global launch of its accelerators. It is also clear that Coca-Cola’s accelerators would not work like the ones currently in the ecosystem because the company intends to work more closely with the startups.

“Co-designing, collaborating and building with startups, and bringing our ability to scale and our amazing assets together to unlock new ways to create value on a global basis,” said Butler.

However, Coca-Cola has earlier worked with creative startups. In 2001, the company had associated with The Georgia Tech University to setup incubators in its hometown, Atlanta and Georgia.

Also, it seems like Coca-Cola has gone ga-ga over startups and their innovative strategies and hence more than focusing on improving the selected startups, the beverage giant looks to work closely by developing products and strategies for it. “So it could be as broad as a Coke-branded wearable device that helps you be healthy or it could be, actually Coke will do your deliveries for you?” one audience member asked. Exactly, Butler said. “Those are two ideas we’re working on right now.”

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