The importance of reach: Contrasting approaches from Mondelez and Mars

Brian Carruthers

This event report examines the different approaches of confectionery brands Cadbury Creme Egg, owned by Mondelez, and Mars' Snickers and Malteasers brand to increasing reach through social media.

The importance of reach: Contrasting approaches from Mondelez and Mars

Brian CarruthersWarc

They're both major confectionery manufacturers, they're both focused on reach as the way to drive growth, but while one remains wedded to television, albeit with award-winning forays into social, the other sees social at scale as its future.

Speaking at Marketing Week Live, an event held in London in June 2014, Sonia Carter, head of digital and social marketing, Europe, Mondelez International, offered the fascinating statistic that in campaign for its US brand Nilla, 99% of the sales driven by Facebook were from people who had not...

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