Fearless pursuit of excellence: Mondelez International turns marketing treats into business nutrition

Erik Sherman

This article details how Dana Anderson, chief marketing officer at Mondelez, the international snacking company, managed the company's break from Kraft.

Fearless pursuit of excellence: Mondelez International turns marketing treats into business nutrition

Erik Sherman

The good thing about a long-established brand is that everyone knows it. The bad thing?

Everyone knows it.

When Mondelez International split from Kraft, it had an enviable portfolio of global brands for cookies, candy, gum, chocolates, coffee, crackers, and beverages. But many of its big names had already become predictable and sleepy.

Under Chief Marketing Officer Dana Anderson, the company has breathed new life into a number of its iconic brands, including Oreo, Honey Maid, Halls, and belVita. In the process, Anderson found herself named...

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