Business Tips: The Strategy Behind Pepsi's “Challenger” Brand Approach With Todd Kaplan, VP of Marketing

Business Tips: The Strategy Behind Pepsi's “Challenger” Brand Approach With Todd Kaplan, VP of Marketing

Awesome Tip: The Strategy Behind Pepsi's “Challenger” Brand Approach With Todd Kaplan, VP of Marketing

While in Cannes, Gary met up with the Vice President of Marketing at Pepsi, Todd Kaplan, for a great conversation. They talked about Todd’s background, Pepsi’s latest marketing tactics, how to ask for things you want and more…Enjoy!

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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 globe. He’s a sought out public speaker, a 5-time New York Times bestselling author, and an angel investor in companies like Facebook, Twitter, Tumblr, Venmo, and Uber.

VaynerX, also includes Gallery Media Group, which houses women’s lifestyle brand PureWow and men’s lifestyle brand ONE37pm. In addition to running VaynerMedia, Gary also serves as a partner in the athlete representation agency VaynerSports, cannabis-focused branding and marketing agency Green Street and restaurant reservations app Resy. Gary is a board/advisory member of Ad Council and Pencils of Promise, and is a longtime Well Member of Charity: Water.

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32 Replies to “Business Tips: The Strategy Behind Pepsi's “Challenger” Brand Approach With Todd Kaplan, VP of Marketing”


    7:00 – 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 the process?
    37:10 – Life is what you make of it

  2. Great video, requested Todd on LinkedIn. He seems like a good guy to follow with a lot of knowledge and experience. Loved the @pepsi Super Bowl story.

    I just read a lot of comments. We all know Gary interrupts and he admits, let him be who he is. No point in commenting because it isn't changing unless his voice going out.

  3. So I know why Gary interrupts: I think he’s the conductor in a way. Sometimes a guest can fall deeply into the truly organic and free flowing nature of the conversations. Gary breaks it up and brings it back to value. The whole time he’s sifting thru what the guest is sharing for the takeaway. I noticed this a while ago and in most videos if you watch with that in mind, you might feel even more appreciation. The best part is if I’m right, he just lets ppl talk shit about it but keeps delivering. So we keep watching. It’s not really an interview – more like an extraction of actionable stuff for the audience plus entertainment.

  4. Hi Gary, quick one. How do I as a small niche find my audience as an entirety. I've found a small market but how do I find the rest of my potential audiences. I'm finding it difficult to locate these potential people.

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