Mondelez launches 'Fearless' global marketing campaign
DEERFIELD -- Mondelez International, the snack maker of brands like Oreo cookies and Cadbury chocolates, announced a new global marketing campaign focused on putting it brands in front of an audience that has become more picky about what it watches.
The new campaign, called the "fearless marketing" model, keys on forming new media partnerships to acquire, develop and distribute content that builds its brands and generate revenue, with a of 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," said Laura Henderson, global head of content and media monetization for Mondelez International. "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."
The company's campaign will go across a variety of formats in film, television, digital and mobile platforms, and will begin with three initiatives.
• Stride Gum Presents: Heaven Sent, a "mad intense" live event where professional sky diver 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 July 30 exclusively on the Fox Network.
• A partnership with the news and entertainment website BuzzFeed, which will build content capabilities for Mondelez' 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.
• Building on the success of the Oreo Twist Lick Dunk game, Mondelez 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.
"Make no mistake about it, this is the future of how brands and advertisers will connect with consumers and drive real growth," said Bonin Bough, Chief Media and E-Commerce Officer at Mondelez. "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."