Purpose and Persistence: Todd Kaplan @ PepsiCo
01/19/22 • 34 min
Perhaps no food and drink company has reinvented itself so expertly over the years, or refined and ended its brand to be more vibrant, more culturally relevant and more inclusive as has Pepsi. Head of US Cola Marketing Todd Kaplan has been the architect of many of those bold moves and transformational ideas.
In his talk with Jesse, Todd describes his journey to becoming a steward of one of the world’s largest and most culturally connected consumer brands. He recounts his experience working with the Olympics at Visa. He tells the story of the Pepsi Max Field of Dreams project that often seemed impossible, but ultimately came to life in vivid detail for one grateful fan and an enthralled public. He reflects on launching Pepsi’s LIFEWATR and Bubly brands with core insights about the consumer. Throughout, Todd cites instances where moving with purpose and persistence helped turn audacious dreams into breakthrough brand experiences.
(4:07) Todd describes his early years in sports marketing and formative work with the Olympics
(10:02) Seizing the opportunity to make connections at Pepsi
(12:15) If you build it...(The Pepsi Max Field of Dreams project)
(16:57) Embracing and understanding the consumer’s mindset
(19:39) Branding with purpose: the ins and outs
(22:59) Launching LIFEWATR to refresh consumers and support the arts
(26:26) How to react when people say ‘no’ to an idea you believe in
Guest Bio
Todd Kaplan is the Vice President of Marketing at Pepsi where he is responsible for leading PepsiCo’s flagship brand. Since Fall 2018, Kaplan has brought a challenger mindset and culture-forward perspective that has been foundational to turning around and re-energizing the Pepsi brand. Under his leadership, the Pepsi brand has delivered twelve consecutive quarters of positive sales growth (and counting), along with significant increases in brand equity and all-time highs in creative effectiveness. Todd was recently named one of the “Top 25 Most Innovative CMO’s” in the world by Business Insider.
Helpful Links
The Drum article: Pepsi’s VP of Marketing says “start backwards” to create ads fit for modern culture
Meet the LIFEWATR Artists
With Gary Vaynerchuk: The Strategy Behind Pepsi's “Challenger” Brand Approach
Perhaps no food and drink company has reinvented itself so expertly over the years, or refined and ended its brand to be more vibrant, more culturally relevant and more inclusive as has Pepsi. Head of US Cola Marketing Todd Kaplan has been the architect of many of those bold moves and transformational ideas.
In his talk with Jesse, Todd describes his journey to becoming a steward of one of the world’s largest and most culturally connected consumer brands. He recounts his experience working with the Olympics at Visa. He tells the story of the Pepsi Max Field of Dreams project that often seemed impossible, but ultimately came to life in vivid detail for one grateful fan and an enthralled public. He reflects on launching Pepsi’s LIFEWATR and Bubly brands with core insights about the consumer. Throughout, Todd cites instances where moving with purpose and persistence helped turn audacious dreams into breakthrough brand experiences.
(4:07) Todd describes his early years in sports marketing and formative work with the Olympics
(10:02) Seizing the opportunity to make connections at Pepsi
(12:15) If you build it...(The Pepsi Max Field of Dreams project)
(16:57) Embracing and understanding the consumer’s mindset
(19:39) Branding with purpose: the ins and outs
(22:59) Launching LIFEWATR to refresh consumers and support the arts
(26:26) How to react when people say ‘no’ to an idea you believe in
Guest Bio
Todd Kaplan is the Vice President of Marketing at Pepsi where he is responsible for leading PepsiCo’s flagship brand. Since Fall 2018, Kaplan has brought a challenger mindset and culture-forward perspective that has been foundational to turning around and re-energizing the Pepsi brand. Under his leadership, the Pepsi brand has delivered twelve consecutive quarters of positive sales growth (and counting), along with significant increases in brand equity and all-time highs in creative effectiveness. Todd was recently named one of the “Top 25 Most Innovative CMO’s” in the world by Business Insider.
Helpful Links
The Drum article: Pepsi’s VP of Marketing says “start backwards” to create ads fit for modern culture
Meet the LIFEWATR Artists
With Gary Vaynerchuk: The Strategy Behind Pepsi's “Challenger” Brand Approach
Previous Episode
Relevant Reflections: Jesse Purewal
During this 40th episode of Breakthrough Builders, host Jesse Purewal reflects on the 39 episodes produced thus far. It’s part year-in-review, part host-tells-all as he sits down with Studio Pod Media’s TJ Bonaventura and the team behind the show for an enlightening conversation about storytelling with empathy, favorite moments with guests, and everything in between (there’s even some hockey talk).
(0:57) Describing the show’s origins and evolution
(8:45) Jesse identifies four main themes of the show so far w/ episode reflections
(15:14) The importance of empathy: why we all need to be continuously understood, and re-understood
(17:08) Looking ahead to 2022
(17:57) Favorite pods, the Dream Guest, & more: Jesse answers a lightning round of questions from the Breakthrough Builders team
Referenced Episodes
Building with Purpose: Robert Chatwani
The Spirit of Possibility: Gurdeep Pall
Creating Customer Love: Sheila Vashee
Embarking on Purpose: Lakshmi Shenoy
Authoring Encouragement: Sean Taylor
Discovering Vulnerability: Brad Balukjian
Inclusive Inventor: Jenny Fleiss
Faith in the Future: Rob LoCascio
Next Episode
Following the Customer: Matt Kalish @ DraftKings
Matt Kalish saw an opportunity to bring avid sports fans like himself closer to the sports they follow. And out of that opportunity came DraftKings, the ubiquitous platform that has been a leading player in the growth of fantasy sports gaming.
In his talk with Jesse, Matt describes the conditions, insights, and strategic moves that positioned DraftKings for success. He discusses his early years as an entrepreneur and gaming enthusiast, the importance of product-led growth, and the innovations that DraftKings is bringing to the fan experience across sports leagues; all while offering advice on how to build in line with your own purpose.
(4:42) Matt’s early years before venturing into corporate America
(9:43) Discovering how to build products for “skin-in-the-game” fans
(13:16) Scaling from Daily Fantasy to other offers and experiences
(18:28) Using customer data to push advertisers, networks, and leagues to embrace experiential innovation
(21:46) Turning competency and passion into opportunity
(27:00) Keeping the customer at the center of everything
Guest Bio
Matt Kalish is President of DraftKings North America. Kalish co-founded DraftKings in 2012 and is accountable for all North America revenue, bringing together all marketing, operations, and related analytics functions.
Kalish has led his team to go beyond the industry standards by finding ways to improve DraftKings’ customers’ game experience by introducing more sports and ways to play, driving DraftKings towards offering the most comprehensive platform for skin-in-the-game sports fans available in the US. Moreover, he maintains a strong focus on DraftKings’ consumer protections to ensure the company maintains high standards of integrity and responsibility.
Helpful Links
DraftKings website
Matt’s podcast with Gary Vaynerchuk: Props & Drops
Forbes: The First Five Years of DraftKings
The Verge: DraftKings signs up real NFL players to use in ‘gamified NFT collections’
About DraftKings’ commitment to responsible gaming
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