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

Show Notes

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