Marketing Vanguard: Navigating Brand Transformation with Todd Kaplan, CMO at Kraft Heinz

Release Date: November 14, 2024

In this insightful episode of Marketing Vanguard, hosted by Jenny Rooney from Adweek, listeners are granted an exclusive look into the strategic mind of Todd Kaplan, the newly appointed Chief Marketing Officer at Kraft Heinz. With an illustrious 17-year tenure at PepsiCo, Todd brings a wealth of experience and innovative thinking to his new role, aiming to steer Kraft Heinz through a significant brand transformation.

1. Introduction and Todd's Background

Jenny Rooney opens the conversation by welcoming Todd Kaplan to Brand Week 2024 in Phoenix, Arizona. Highlighting his extensive experience at PepsiCo, Jenny sets the stage for a deep dive into Todd's transition to Kraft Heinz.

Notable Quote:

"Being able to drive not just brands and business that will influence the future of how people consume food... connect with people on a deeper level to drive excitement, bring the brands to life, tell stories in new ways." — Todd Kaplan [00:30]

2. Transition from PepsiCo to Kraft Heinz

Todd reflects on his time at PepsiCo, where he spearheaded projects like the launch of Bubly and orchestrated major cultural moments such as the iconic halftime show and the Pepsi logo overhaul. Seeking new challenges, Todd found the opportunity at Kraft Heinz appealing due to its vast and diverse brand portfolio spanning 70 brands across 50 categories.

Notable Quote:

"The Kraft Heinz opportunity was just such a great fit because... they have 70 brands across 50 different categories, three different temperature states. It's just a very different business." — Todd Kaplan [01:37]

3. The Influence of Brands on Consumers and Culture

Jenny probes into the profound impact legacy brands have on consumers. Todd emphasizes the importance of not only driving business growth but also molding cultural narratives and fostering deep connections with consumers through storytelling.

Notable Quote:

"Influencing the cultural aspect of it and connecting with people on a deeper level... tell stories in new ways." — Todd Kaplan [03:09]

4. Risk-Taking in Marketing: Lessons from "Better with Pepsi"

Discussing the balance between creativity and business objectives, Todd shares his philosophy on calculated risk-taking. He recounts the experience with the "Better with Pepsi" campaign, where internal pushback delayed its launch. This taught him the value of persistence and adaptability in executing bold ideas.

Notable Quote:

"Sometimes you need to just take that feedback, reimagine, understand. And sometimes a lot of those things make the ideas better, too." — Todd Kaplan [04:27]

5. Balancing Business Goals with Creativity

Jenny highlights the challenge of maintaining creativity amidst tight budgets and business pressures. Todd advocates for integrating both high-ROI, product-focused initiatives and culturally relevant, creative campaigns to build sustainable brand equity.

Notable Quote:

"There’s this idea of the push and the pull of marketing. And you need to be doing a little bit of both." — Todd Kaplan [06:14]

6. Navigating Creative Constraints in Current Marketing Environment

Addressing the current climate where creativity is often stifled by budget constraints and risk aversion, Todd advises marketers to identify allies within their organizations. By fostering collaboration and building small successes, teams can gradually cultivate a culture that embraces innovative ideas.

Notable Quote:

"Bringing everybody along on the journey... inspire and influence through inspiration and excitement rather than fight and push." — Todd Kaplan [08:16]

7. Todd's Vision and Priorities at Kraft Heinz

As the new CMO, Todd expresses enthusiasm about working with talented teams and leveraging Kraft Heinz's diverse brand portfolio. His initial focus involves understanding brand fundamentals, setting clear positioning, and collaboratively strategizing to drive both business growth and cultural relevance.

Notable Quote:

"It's been so inspiring and exciting just meeting the team... come up with new ways to attack culture." — Todd Kaplan [10:09]

8. The Role and Necessity of CMOs

Jenny raises the debate on the necessity of CMOs in today's corporate structure. Todd firmly believes in the indispensable role of CMOs, drawing parallels to CFOs, and underscores the importance of brand building versus mere product marketing for sustainable growth.

Notable Quote:

"The brands and the companies that get it right and understand the concept of brand building versus just product marketing... deliver on the bottom line." — Todd Kaplan [11:16]

9. Proud Achievements at PepsiCo

Reflecting on his tenure at PepsiCo, Todd highlights the successful management of the water portfolio, creation of brands like Lifewater and Bubbly, and spearheading initiatives that reversed Pepsi’s sales decline, achieving 21 consecutive quarters of positive growth.

Notable Quote:

"We achieved 21 consecutive quarters of positive sales growth after 10 consecutive years of decline." — Todd Kaplan [14:33]

10. Career Growth and Navigating the Marketing Landscape

Todd offers advice to aspiring marketers, emphasizing the importance of intellectual curiosity, embracing diverse roles, and continuously challenging oneself. He advocates for gaining varied experiences to develop a well-rounded marketing acumen.

Notable Quote:

"Be intellectually curious, try new things, push yourself into a role or part of the company you've never done before." — Todd Kaplan [16:20]

11. Personal Philosophy and Influence on Marketing

Committed to fostering a learning culture, Todd discusses his passion for empowering teams and encouraging creative problem-solving. He believes in questioning assumptions and continuously seeking innovative solutions to drive brand success.

Notable Quote:

"Trying to understand other ways in to attack the same problem and creatively coming up with solutions for the brands and the businesses that I'm working on." — Todd Kaplan [17:00]

12. Interactions with Celebrities and Cultural Influence

Todd shares anecdotes about working with high-profile celebrities like Dr. Dre, Snoop Dogg, Eminem, and Kendrick Lamar during his time at PepsiCo. He emphasizes viewing celebrities as individuals, focusing on authentic connections rather than superficial associations.

Notable Quote:

"Celebrities, athletes, they're all just people... it's a privilege to have worked with and connected with a lot of these folks." — Todd Kaplan [19:51]

13. Closing Remarks and Future Plans

In the concluding segments, Todd expresses excitement about the future at Kraft Heinz, eager to prioritize brand fundamentals, foster team collaboration, and drive both business and cultural growth. Jenny acknowledges the transformative journey ahead, leaving listeners anticipating Todd's impactful leadership.

Notable Quote:

"I'm really excited to get after it... driving those ant like I talked about earlier too." — Todd Kaplan [20:52]

Key Takeaways:

• Strategic Brand Management: Todd emphasizes the importance of balancing immediate business objectives with long-term brand building to ensure sustainable growth and differentiation in the market.

• Calculated Risk-Taking: Successful marketing requires taking informed risks, learning from setbacks, and persistently pushing creative boundaries to achieve impactful results.

• Collaborative Leadership: Building alliances within organizations, fostering a collaborative environment, and empowering teams are crucial for driving innovative marketing strategies.

• Continuous Learning: Embracing intellectual curiosity and diverse experiences is vital for personal growth and adaptability in the ever-evolving marketing landscape.

• Cultural Relevance: Connecting with consumers on a cultural level through authentic storytelling and relevant campaigns enhances brand resonance and loyalty.

This episode of Marketing Vanguard provides a compelling narrative of leadership, creativity, and strategic thinking in the realm of brand transformation. Todd Kaplan's experiences and philosophies offer valuable insights for marketers aiming to navigate the complexities of modern brand management.