The GaryVee Audio Experience The Strategy Behind Pepsi's “Challenger” Brand Approach w/ Todd Kaplan, VP of Marketing
Aug 9, 2019
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.
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Ad Shop
- Todd Kaplan started a business in college called Ad Shop, connecting student groups with aspiring marketers.
- The business thrived, getting press coverage and expanding to local clients.
Ask Respectfully
- Respectfully ask for opportunities.
- Put yourself out there, but don't make people uncomfortable or be inappropriate.
Risky Business
- As an intern, Todd Kaplan dressed as Tom Cruise in Risky Business for a company event.
- He believes this bold move helped him secure a job at PepsiCo.