Mondelez builds Oreo shopper-marketing clout
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...