Mondelez builds Oreo shopper-marketing clout

This event report addresses how Oreo, the cookie brand owned by Mondelez International, has enhanced its shopper relevance over time.

Mondelez builds Oreo shopper-marketing clout

Geoffrey PrecourtWarc

Mondelez International's Oreo brand became the stuff of marketing legend in 2013 with a real-time "Dunk in the Dark" tweet during a stadium blackout at the Super Bowl.

But that moment of digital glory, in fact, was a welcome interruption to a very deliberate multi-year initiative to bring new energy – and new customers – to the brand by achieving everyday relevance.

"It's a multi-billion-dollar business for Mondelez," Steve McGowan, the company's Director/Shopper Marketing, told delegates assembled in Chicago for the 2016 Brand Activation Conference, an event organized by...

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