Published on: 30 November -0001
As the CMO of one of the world’s biggest advertisers, Pepsi’s Todd Kaplan is constantly pioneering in both the on and offline world. For example, he and his team sold 1,893 NFTs in the metaverse, virtual microphones depicting various soft drink flavors offered by Pepsi. The brand also brought this year’s Pepsi Super Bowl Halftime Show to epic proportion with star-studded performers, such as Dr. Dre, Snoop Dogg, and Mary J. Blige. Find his thoughts on advertising below.
“I don’t like the word ‘advertising’ - it feels one-sided and reeks of an old-school model of brands ‘talking at’ consumers.
If brands want to be culturally relevant today, they need to think beyond advertising and create relevant ‘opt-in’ brand experiences. The game has changed - it is less about brands convincing consumers and more about brands creating distinctive and engaging experiences that consumers want to seek out, learn more about, and participate in themselves.
Make content, not ads. Create experiences, not activations. Build communities, not social posts. This simple change in mindset will ensure consumers no longer feel as if they are being ‘chased’, but rather that they are being ‘invited’. This is an approach that has worked for me over the years. I’d love to hear what’s worked for you?”
Inspired by Todd Kaplan, IRG participant 2022 & CMO of Pepsi.
