The Strategy Behind Pepsi’s “Challenger” Brand Approach w/ Todd Kaplan, VP of Marketing
Podcast listeners – great episode for those in the trenches and looking to learn from execution. I sat down at Cannes with Todd Kaplan – who is a good friend of mine and also the VP of Marketing for PepsiCo. We talked a lot about how PepsiCo is approaching marketing and using the “challenger” brand approach. Tweet me @garyvee with any feedback or questions!
Timestamps:
7 – How Todd’s career started in college
13:15 – If you respectfully ask you’re putting yourself in a good position
19:40 – State of the union of Pepsi vs Coke
24:30 – Pepsi’s approach to Super Bowl 53
30:20 – Where do you get your “culture”?
34:55 – How do you balance an entrepreneur built for speed and an executive with process?
37:10 – Life is what you make of it
