Embed Size (px)
DESCRIPTION
Kraft Food's Bob Rupczynski has innovated game-changing campaigns for legacy brands like Skittles, Jello, and Grey Poupon. Rehauling the image of long-existing and well-established brands will meet the resistance of many. Bob will present his successful work with these three major brands, and detail how to overcome a big corporation's internal resistance by starting with small project bets.
Citation preview
Innovation and CPGLike Pushing Water Uphill
Innovation
Disrupts
Culture
Defy Management - Use Discretion
Ignore Your “Competition”
Cultural Truth:To the
winner Go the Spoils
Jell-O Truth: The Losers Win
Insert Video
Learn to Punch Above Your
Weight
Cultural Truth: When it comes to the number of friends you have, Size Matters
Grey Poupon Truth:We will be judged by the quality,
not the quantity of our friends
Media Truth: Television Matters
We had one shot at this...
Insert Video 2
Cultural Truth:Nothing says I LOVE YOU better than diamonds.
Oscar Mayer Truth:Bacon is the World’s
Most Precious Gift
Cultural Truth: My Photos Tell My Story
Kool Aid Truth:
Kool Aid makesYour Photos More Interesting
Bob RupczynskiKraft Foods Group
@Rupp
