Observed Signal · Jul 30, 2026 · Partnership · Source: Adweek · Impact: 1/5 · Sentiment: Positive
Brand Strategy & Design Market: Kraft Heinz CMO: Joy Improves Marketing
Adweek’s Marketing Vanguard series at Cannes Lions 2026 features an interview between host Jenny Rooney and Todd Kaplan, chief marketing officer, North America at The Kraft Heinz Company. Kaplan argues that marketing should be fun, and that joy, looseness and cultural fluency produce stronger creative work as paid media becomes easier to ignore. The vidcast—recorded live at Cannes and presented in partnership with Edelman—also covers Kraft Heinz’s portfolio marketing across more than 70 brands, the company’s Cannes-recognized creative work (including Heinz’s Grand Prix-winning “Looks Familiar”), and Kaplan’s prior role as Pepsi’s CMO.
Feature interview and creative perspective from a major CMO; informative for brand and creative teams but not industry-shifting AdTech news.
Wichtigste Kernpunkte & Evidenz
- Todd Kaplan is chief marketing officer, North America at The Kraft Heinz Company.
- Kaplan leads marketing across a $25 billion food and beverage portfolio spanning more than 70 brands and 50 categories at Kraft Heinz.
- The vidcast episode was recorded live during Cannes Lions 2026 and presented in partnership with Edelman.
- Kaplan previously served as Chief Marketing Officer of Pepsi and worked on initiatives like the Pepsi Super Bowl Halftime Show and product innovations such as Nitro Pepsi.
- Kraft Heinz’s Cannes-recognized work mentioned includes Heinz “Looks Familiar,” which won a Grand Prix, as well as “The Dipper” and Jell-O’s “Gelometer.”
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