How Mondelez fearlessly redefined "wholesome" for Honey Maid

This event report shows how Honey Maid, the brand of graham crackers made by Mondelez International, adopted a "fearless" approach to repositioning a traditionally low-interest product.

How Mondelez fearlessly redefined "wholesome" for Honey Maid

Geoffrey PrecourtWarc

The brand reinvigoration of Honey Maid graham crackers started with a "fearless letting go" – and, shortly before that, a less successful repositioning exercise.

Addressing an audience at the Association of National Advertisers' (ANA) 2014 Multicultural and Diversity Conference in Miami Beach, Gary Osifchin – senior marketing director/US for Mondelez International – recalled, "We relaunched the Honey Maid brand in 2012, targeting kids with a new line of products called Honey Maid Grahamfuls, which are filled, individually-wrapped crackers. The kids' marketing strategy was amazing.

"We were convinced that we...

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