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
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