Todd Kaplan, VP of Marketing for PepsiCo, shares his insights on innovative marketing strategies and the 'challenger' brand approach. He discusses the competitive landscape between Pepsi and Coke and what makes their Super Bowl campaigns unique. Kaplan emphasizes the power of asking questions and building connections as keys to success. He reflects on merging entrepreneurial speed with corporate structure, and the importance of creative teamwork in driving innovation. His experiences reveal how authenticity and humor can redefine brand rivalry.