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.

1. Innovation and CPG
Like Pushing Water Uphill

2. Innovation
Disrupts
Culture

3. Defy Management - Use Discretion

4. Ignore Your
“Competition”

5. Cultural Truth:
To the winner
Go the Spoils

6. Jell-O Truth: The Losers Win

7. Insert Video

8. Learn to
Punch
Above Your
Weight

9. Cultural Truth:
When it comes to the number of friends you have,
Size Matters

10. Grey Poupon Truth:
We will be judged by the quality,
not the quantity of our friends

11. Media Truth: Television Matters

12. We had one shot at this...

13. Insert Video 2

14. Cultural Truth:
Nothing says
I LOVE YOU
better than diamonds.

15. Oscar Mayer Truth:
Bacon is the World’s
Most Precious Gift

17. Cultural Truth: My Photos Tell My Story

18. Kool Aid Truth:
Kool Aid makes
Your Photos
More Interesting

20. Bob Rupczynski
Kraft Foods Group
@Rupp