The GaryVee Audio Experience How to Connect With Your Audience | Monday Marketing Takes: Pepsi
Oct 19, 2020
Todd Kaplan, the Vice President of Marketing at PepsiCo, shares his wealth of experience in connecting brands with culture. He highlights the importance of adapting marketing strategies during the COVID-19 pandemic, discussing their focus on community connections and employee safety. Kaplan emphasizes the evolution of consumer behavior, noting the rise in e-grocery and streaming services. Additionally, he stresses the significance of cultural relevance in marketing, advocating for brands to engage deeply with audience experiences.
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Staying Relevant in a Corporate Environment
- To thrive in a large organization, embrace new challenges and rotate roles.
- Continuous learning and expanding your horizons are key for long-term success.
Pepsi's 2020 Pivot
- Pepsi had a strong start to 2020 with a new campaign and successful Super Bowl activation.
- The COVID-19 pandemic forced a shift in focus to employee safety and creating authentic connections with consumers.
Working From Home
- The necessity of remote work during the pandemic increased the adoption and effective utilization of video conferencing tools.
- This shift has fostered closer team connections through increased authenticity and empathy.