Flagship soda Pepsi has been in headlines lately for losing its second-place perch with American consumers to Dr Pepper. (Coke remains the distant champ with 19% market share; Dr Pepper now controls 8.34% soft drink category compared to Pepsi’s 8.31%.) Sales volume in Pepsi’s beverage unit fell 5% in the most recent financial quarter.
While at the company, Kaplan held a number of roles, including senior leadership positions in sports marketing, Mountain Dew and water brands like Bubly and Lifewtr.
After being elevated to CMO in 2022, Kaplan rebooted Pepsi’s Super Bowl Halftime Show with Jennifer Lopez, Shakira, Dr. Dre, Snoop Dogg, Eminem and The Weeknd. Apple later secured rights to the event from the National Football League.