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

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!

Your comments are my oxygen, please take a second and say ‘Hi’ in the comments and let me and my team know what you thought of the video … p.s. It would mean the world to me if you hit the subscribe button 😉

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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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34 Thoughts to “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. Best statement of the video: Play to win, don't play not to lose! love it.

  3. Maybe gary will end up buying spurs instead… £ to $ parity…

  4. I’ve started my own channel, it`ll make me happy if you check it out )))

  5. Pepsi is foul, Mountain Dew is poison and the sheer existence of something called a "water portfolio" indicates that humanity has a long fight ahead of it.

  6. Nice shirt Gary,i go to every spurs game home and away.

  7. turned off at 2 minutes, an interview with pepsi? F off. can't hit unsubscribe quicker. you sell out.

  8. I'm a Baltimore guy. What's the inside joke about the Orioles?🤔

  9. Pepsi just admitted to lurking lol.

  10. Gary still out here not understanding football culture and the impact of that t shirt

  11. That dude is at least 53 why is he lying 😂😩🤦🏾‍♀️

  12. You have to learn how to step back and let people talk.

  13. Damn, Gary, you were more dressed when you actually were at the beach. 😀

  14. He is so inspiring and I’ve started my own channel and the first video is starting today

  15. Todd is an awesome guy. Great stories 😉

  16. 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.

  17. let the man speak for gosh sakes

  18. Pepsi Max is the best… hands down.

  19. This is an inspiring interview. I love what Todd.its very interesting discussion.improving alot,thank you.

  20. Garry! You are such a beast! Someday i will meet you.

  21. 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.

  22. GaryVee is the Mannnnnnn. i follow all your advice. im putting in the good work i will be uploading real soon quick

  23. I want to see Gary Vee and Jade dramawangsa have a conversation please !!!!

  24. Man, this is some real VALUE content… thanks Gary and Todd!

  25. You do awesome videos with the best advice. I been watching your videos a time. Been applying your expert advice for a while now. Follow my YouTube channel and track our progress. I value your input.

  26. Even a mastermind marketing genius has a mastermind group to study and grow. I loved how he said "It's what you do with it". It's so amazing to hear these behind the scenes stories. It's very motivating and we all forget even the big guys/gals have to start from somewhere. Thank you for all you do my man! Cheers!

  27. jogdijam változatlan :)))))) egy centele sem lesz olcsobb :))))

  28. We All Go Through TOUGH and CHALLENGING situations!! But you have a choice to either 1) Run away and don’t face it🏃🏽‍♂️ or 2) Embrace the Tough Emotion and Go through it!!💪🏽 If you decide to run away it will feel like a relief in the moment, but long term it will do you harm because you will get used to running away😕 BUT through challenge and pain build strength and growth!!📈📚🧠

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