Pepsi's VP of marketing Todd Kaplan said the brand was also snatching a page from Burger King and Domino's playbooks.
Pepsi is finding a way around soda's image problem by diversifying its portfolio to products like Bubly and adopting a challenger mindset, said its VP of marketing Todd Kaplan.
Kaplan told Business Insider said the brand was taking a page from Burger King and Domino's playbooks in being disruptive. He also said Pepsi learned from its Kendall Jenner ad fiasco of 2017 by working more closely with its agencies.As people seek out healthier drinks, sugary soda is battling an image problem.
Pepsi is fighting back by diversifying its product portfolio, adopting a challenger mindset, and doing more consumer-led marketing, said its vp of marketing Todd Kaplan. Pepsi's beverageBusiness Insider caught up with Kaplan as Pepsi gets ready to launch its latest summer-themed campaign. Here's an edited version of the conversation.You've had various roles during your career at PepsiCo, from leading incubation brands to global innovation and insights.
Being a challenger is more of a mindset than anything else. It all starts with really truly understanding who you are as a brand and what's your point of view and outlook on the world. We're maniacally focused on connecting with consumers in culture, and doing it in a way that is always true to who we are. There are a bunch of brands that have adopted this mindset and are constantly disrupting the space while continuing to scale their businesses, like Burger King and Domino's.
Österreich Neuesten Nachrichten, Österreich Schlagzeilen
Similar News:Sie können auch ähnliche Nachrichten wie diese lesen, die wir aus anderen Nachrichtenquellen gesammelt haben.
Sugary drink sales in Philadelphia fall 38% after city adopted soda tax, study findsSales of sugary drinks dropped 38% in Philadelphia after the city implemented a soda tax, partially offset by people buying more sweet beverages in neighboring town, according to a study published Tuesday.
Weiterlesen »
Soda sales in Philly dropped after tax on sugary drinks, study saysDespite uncertainty over the potential health benefits, a journal editorial says there's enough supporting evidence 'to move forward with adoption of taxes while continuing to monitor outcomes.'
Weiterlesen »
Sugary drink sales plummeted in Philadelphia after soda tax, study findsIn 2017, Philadelphia became the second US city to put a tax on sugary drinks and soda. Sales on those beverages dropped by a whopping 51% in the first year, according to a study.
Weiterlesen »
American Express' CMO Elizabeth Rutledge: 'It's really important for us to market the marketing'AmEx CMO Elizabeth Rutledge discusses how the company works with agencies, competes with other financial services companies, and personalize its marketing.
Weiterlesen »
It's not just soda: Drinking too much fruit juice (or any sugary drink) linked to premature death riskCNN News, delivered. Select from our newsletters below and enter your email to subscribe.
Weiterlesen »
Shares of Huawei's American suppliers slide, but the Chinese giant says it can survive US blacklistHuawei says that it has been preparing for the 'insane' move by the U.S. to put it on the so-called 'Entity List,' which means American firms need to obtain a license before selling to the Chinese technology giant.
Weiterlesen »
Lisa Kudrow Revealed Why She Can't Watch 'Friends' And I Am VERY UpsetLisa Kudrow Revealed Why She Can’t Watch “Friends” And I Am VERY Upset
Weiterlesen »