Todd Kaplan, chief advertising and marketing officer of Pepsi at PepsiCo, joins Suzy Founder and CEO Matt Britton on the most recent episode of The Velocity of Tradition podcast in collaboration with Adweek. Collectively, they focus on the expansion of AI and Web3, the evolution of content material creation and the way context issues now greater than ever.

Todd turned an assistant advertising and marketing supervisor at PepsiCo in 2006 and has since moved up within the firm. Because of his disruptive strategy to revitalizing the model, Todd was named considered one of Enterprise Insiders’ Prime 25 Most Revolutionary CMOs within the World.

Since 2018, Todd has propelled Pepsi again into the cultural dialog by rejuvenating the Pepsi Tremendous Bowl Halftime Present platform with historic performances from Jennifer Lopez and Shakira, Dr. Dre, Eminem and others, in addition to introducing groundbreaking new merchandise akin to Nitro Pepsi.

Key Takeaways:

04:56 – 07:17—The Rise of Digital Advertising and marketing – When Todd started his profession in advertising and marketing, TV commercials and nationwide campaigns have been the first focus. Nonetheless, as time handed, the advertising and marketing panorama advanced, inserting extra emphasis on digital channels for shopper interplay, engagement and model improvement.
07:17 – 09:43—Client-Centric Content material Advertising and marketing – On the earth of content material, it’s important to begin with the buyer’s wants and work your manner backward. Pepsi focuses on understanding the buyer in all their campaigns, together with TV reveals, full-length documentaries and actuality reveals. Nonetheless, because the customers’ wants change shortly, Todd believes manufacturers ought to develop a related message that can encourage the buyer to come back to them.
15:54 – 17:10—The Macroeconomic Context – Companies ought to all the time think about the macroeconomic atmosphere as a variable that impacts each business. Previously, manufacturers might attain most individuals by TV, radio or an advert on a billboard. At this time, context is critically essential for each message, particularly when attempting to succeed in individuals by their telephones.
17:19 – 19:21 – The Second of Alternative—When it comes to retail media, Pepsi focuses on leveraging the “second of alternative,” the important second when a shopper is within the retailer and decides which product to buy. The final word objective is to entice the buyer into the shop and have the fitting advertising and marketing techniques to safe the sale. This contains having the proper point-of-sale show, pricing and promotional affords to draw the buyer’s consideration and encourage them to make a purchase order.