How online surveys enhance Mondelez marketing
"Our marketing is really based on this idea of being fearless," Sheera Hopkins, Manager/Media and Content at Mondelez International, told a mid-day audience at the Association of National Advertisers' (ANA) 2016 Masters of Measurement Conference.
"It's somewhat self-explanatory, but it's really about pushing the boundaries for what a market is with fresh thinking."
And, for Mondelez, Hopkins continued, "fearless" means "breaking through to consumers and to grab attention" – a strategy pursued on behalf of brands like Honey Maid graham crackers, Stride gum and many smaller...