Case Study: How Legacy Brands Innovate

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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.

Published in: Spiritual, Business
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Case Study: How Legacy Brands Innovate

  1. 1. Innovation and CPG Like Pushing Water Uphill
  2. 2. Innovation Disrupts Culture
  3. 3. Defy Management - Use Discretion
  4. 4. Ignore Your “Competition”
  5. 5. Cultural Truth: To the winner Go the Spoils
  6. 6. Jell-O Truth: The Losers Win
  7. 7. Insert Video
  8. 8. Learn to Punch Above Your Weight
  9. 9. Cultural Truth: When it comes to the number of friends you have, Size Matters
  10. 10. Grey Poupon Truth: We will be judged by the quality, not the quantity of our friends
  11. 11. Media Truth: Television Matters
  12. 12. We had one shot at this...
  13. 13. Insert Video 2
  14. 14. Cultural Truth: Nothing says I LOVE YOU better than diamonds.
  15. 15. Oscar Mayer Truth: Bacon is the World’s Most Precious Gift
  16. 16. Cultural Truth: My Photos Tell My Story
  17. 17. Kool Aid Truth: Kool Aid makes Your Photos More Interesting
  18. 18. Bob Rupczynski Kraft Foods Group @Rupp

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