PepsiCo’s chief marketing officer, Todd Kaplan, renowned for spearheading the high-profile Pepsi rebrand last year, is bidding farewell to the beverage giant after a remarkable 17-year tenure. Kaplan, who has served as the PepsiCo CMO for the past two and a half years, announced his departure on LinkedIn, expressing gratitude for the diverse experiences and impactful collaborations he has encountered during his tenure at PepsiCo. While he did not disclose details about his next endeavor, Kaplan conveyed his enthusiasm for embarking on new challenges and exploring fresh opportunities beyond the company.
Kaplan’s departure comes in the wake of his pivotal role in orchestrating the 2023 Pepsi rebrand, which marked the beverage brand’s 125th anniversary. The rebrand, which included the launch of an experiential Pepsi Diner paying homage to the brand’s rich history, underscored Kaplan’s commitment to fostering cultural moments and pushing the boundaries of creativity in the industry. Additionally, Kaplan played a significant role in the successful launches of Lifewtr and Bubly, further solidifying his impact on PepsiCo’s marketing strategy.
The news of Kaplan’s departure has sparked speculation about the potential implications for PepsiCo’s marketing strategy and its agency roster, which includes renowned partners such as VaynerMedia, Translation, Motive, OMD, and Mrs&Mr. Kaplan’s departure also coincides with recent reports indicating that Pepsi’s market share has been experiencing a decline, as highlighted by the Wall Street Journal’s comparison of Dr Pepper and Pepsi as the second-biggest soda brands behind Coke.
Kaplan’s departure marks the end of an era at PepsiCo, signaling a transition to a new chapter for both the company and the accomplished marketing leader. As PepsiCo bids farewell to a visionary marketer who has left an indelible mark on the brand’s legacy, the industry eagerly anticipates the next phase of Kaplan’s career and the potential impact of his future endeavors.
