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The Strategy Behind Pepsi’s “Challenger” Brand Approach w/ Todd Kaplan, VP of Marketing

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3 years ago

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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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Gary Vaynerchuk is the chairman of VaynerX, a modern-day media and communications holding company and the active CEO of VaynerMedia, a full-service advertising agency servicing Fortune 100 clients across the company’s 4 locations.

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