FDBusiness.com

Mondelez International Launches New Media Model to Fuel Growth

 Breaking News
  • £3.7 Billion Worth of Discounts Disappear From UK Supermarket Shelves as Promotions Fall to Lowest Levels in 10 Years The pressure on UK retailers to be more transparent in their pricing has seen the number of trade promotions fall to their lowest levels for 10 years, and in 2017, shoppers will receive £3.7 billion less in promotional savings. This is according to a new report by IRI, the provider of big data and predictive analytics [...]...
  • Whisky, Tequila and Gin to Drive Global Spirits Category Growth to 2021 Just released data from the IWSR 2017-2021 Forecast suggests global volumes of whisky, gin and tequila are expected to make gains of 55.2m, 7.1m and 5.8m nine-litre cases respectively over the next five years, following their rapid growth in 2016. These categories together with baijiu (+48.2m cases between 2016 and 2021), will contribute the most in the [...]...
  • Huge Export Win to China For UK Food Producers A new export deal with China will bring a £200 million boost to the UK food industry and support 1,500 jobs. Taking advantage of the growing demand for UK and drink in China, seven new businesses in England and Northern Ireland have secured access to export pork – including three producers who, in a first [...]...
  • CSM Bakery Solutions Closes Sale of BakeMark Business CSM Bakery Solutions, a global leader in bakery ingredients, products and services, has completed the sale of its BakeMark business to private equity firm Pamplona Capital Management. The sale of BakeMark, which was announced mid-July, is an important element in CSM’s decision to focus on their core business in Europe and North America. “Completing the sale [...]...
  • Needham Coding Ireland to Show Own Brand ‘N’ Series CIJ Printers For the First Time Newly established business, County Westmeath-based Needham Coding Ireland Limited, which was formed following a merger between The Needham Group and long-standing Irish distributor, Advanced Coding Solutions (ACS), will be highlighting a wide range of continuous ink jet (CIJ), thermal ink jet (TIJ) and laser coding and marking equipment, and associated printer inks and makeup at [...]...
  • Mars Food Expands its Portfolio With Acquisition Mars Food, part of Mars Incorporated, is acquiring Preferred Brands International, a US-based, fully integrated manufacturer and marketer of all-natural, ready-to-heat Indian and Asian food products sold primarily under the Tasty Bite® brand. Tasty Bite’s® portfolio includes a wide range of vegetarian offerings, including Indian/Asian entrees, spice and simmer meal kits, and organic rice and [...]...

Mondelez International Launches New Media Model to Fuel Growth

Mondelez International Launches New Media Model to Fuel Growth
June 02
09:32 2016

Mondelēz International has launched a new media monetization model that will allow the company to improve the return on investment of its global media spending. Through this “fearless marketing” model, Mondelēz International will focus on forming new media partnerships to acquire, develop and distribute content properties that will build its Power Brands and generate revenue. This approach will enable the company to make larger-scale investments behind its Power Brands by creating engaging and commercially viable content, thereby leading to incremental revenue streams. The goal is for up to 10 percent of the company’s global media investments to break even or turn a profit by 2020.

“Capturing audience attention is more difficult than ever. As audiences become more empowered to control their viewing experience, the old model of interruptive advertising is rapidly becoming irrelevant,” says Laura Henderson, Global Head of Content & Media Monetization at Mondelēz International. “This new approach will hold us to a higher standard of creating content that earns attention and is good enough to make money. By developing content that people want to watch, we can begin to monetize our investments, offsetting costs, improving return on investment and making our media spending more sustainable.”

“Make no mistake about it, this is the future of how brands and advertisers will connect with consumers and drive real growth,” says Bonin Bough, Chief Media and E-Commerce Officer at Mondelēz International. “More importantly, this is how brands can continue to help elevate the ecosystem for all of their partners from broadcasters to publishers. This is a different model that is in service of the entire industry.”

As part of this new model, the company is announcing the creation of a collection of content properties across a variety of formats in film, television, digital and mobile platforms. The first three planned initiatives are:

* Stride Gum Presents: Heaven Sent — On Saturday, July 30, Stride gum will debut Heaven Sent, a historic and “mad intense” live event where professional skydiver Luke Aikins will jump from a plane at 25,000 feet with nothing but the clothes on his back, landing safely on the ground. Created by Chris Talley, Precision Food Works, and Jimmy Smith, Amusement Park Entertainment, the event will air exclusively in the U.S. on FOX at 8 p.m. ET/PT. It will be executive produced by Mondelēz International, Amusement Park Entertainment and four-time Emmy Award winner Al Berman. Mondelēz International is looking to make the event available across the globe through broadcast, online streaming and pay-per-view platforms.

The event is part of a national campaign to support Stride‘s new “Mad Intense” gum that will launch in stores this summer and be targeted to teens. The brand will feature a new look and positioning and will offer two new fruit flavors.

* BuzzFeed Partnership: This first-of-its-kind partnership will build content capabilities for Mondelēz International’s portfolio of brands. The initiative will continue successful integrations like food and recipe content on platforms like Tasty as well as new content programs for brands. It will also see the co-creation of a new original content brand in the well-being area. BuzzFeed is a cross-platform, global network for news and entertainment that generates six billion views each month. BuzzFeed creates and distributes content for a global audience and utilizes proprietary technology to continuously test, learn and optimize.

* Mobile Game Suite: Building on the success of the Oreo Twist Lick Dunk game, Mondelēz International will be rolling out a suite of highly engaging branded games with the aim of being commercially viable. Sour Patch Kids will be the first brand to launch a mobile game later this year with more brands following over the next 18 months.

“As the media industry continues to evolve, BuzzFeed is evolving right alongside it. Partnering with Mondelēz International allows us to combine our strengths in native advertising and develop content that resonates with our global audiences at scale,” says Lee Brown, Global Chief Revenue Officer, BuzzFeed.

The content creation model is part of Mondelēz International’s strategy to accelerate growth by distorting investments behind its higher-growth, higher-margin Power Brands. In 2015, these Power Brands commanded over 80 percent of the company’s marketing support.

About Author

mike

mike

Related Articles



Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • September 11, 2017drinktec
  • September 13, 2017FI Asia
  • September 19, 2017PROCESS EXPO 2017
  • September 22, 2017Global Summit on Food & Beverages
AEC v1.0.4

The Magazine

F&D Business Preferred Suppliers

Advertisements