Todd Kaplan is Pepsi’s Chief Marketing Officer, overseeing all marketing for the Pepsi brand in North America, including brand creative, communications and commercial execution across Pepsi, Diet Pepsi and Pepsi Zero Sugar. In addition, Todd is responsible to building a long-term strategy and new product innovation for the Pepsi brand overall and is responsible for creating and delivering its annual operating plan.
Since Fall 2018, Kaplan has brought an unapologetic and culture-forward perspective to Pepsi that has been foundational to re-energizing the brand. He has implemented a unique culture-forward marketing approach, which has led him to successfully bring the brand back into the cultural zeitgeist – from reinvigorating the Pepsi Super Bowl Halftime Show platform with historic performances from performers ranging from JLo & Shakira to Dr Dre, Snoop, and Eminem and so many more, to developing industry disrupting new products like Nitro Pepsi, to creating new content models for the brand, to putting out some of the boldest and most talked about brand creative the Pepsi brand has ever seen.
Kaplan has led the Pepsi brand to its first positive sales growth in well over 10+ years, including 15 consecutive quarters of positive sales growth, with healthy growth across every one of its sublines. Under Todd’s leadership, the brand has also seen increases across the board on all core brand equity measures, including a +11pt improvement in brand consideration while achieving all-time highs for the brand in its overall creative effectiveness.