How Mondelez mixes online and offline product sampling

Mary Connors

Mondelez International, the snacks giant, is building up its sampling capabilities via e-commerce, as well as developing its in-store approach to this discipline.

Mondelez International is following the money in online retail.

The $26-billion global snacks giant is increasing the overall spending behind product sampling – one of its favored marketing tactics – but the mix is now increasingly skewed towards digitally-led strategies.

Methods of driving awareness and trial of new products are changing, Steve McGowan, head/shopper marketing for Mondelez, told the audience at the P2P Summit – an event held by the Path to Purchase Institute in Chicago in March 2018 – in explaining this approach.

“If you don’t evolve, you’re not going to be around,” he said.

Steve McGowan, head/shopper marketing,...

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