When he first took on the role, Kaplan told ADWEEK he wanted to bring a challenger mindset to the legacy brand, leaning into its rivalry with Coke to distinguish itself.
“Being a challenger brand comes down to truly knowing who you are, where your brand stands in the world and what it believes in. This holds true with how your brand shows up within your internal organization’s culture,” he said.
In 2023, Kaplan spearheaded Pepsi’s first brand refesh in 17 years, designed to celebrate its 125th birthday.
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