Mondelez International follows the "Miley Cyrus Rule"

Stephen Whiteside

This event report outlines how Mondelez International, the snacks group, is adapting its business to meet the demands of the "new fluidity".

Mondelez International follows the "Miley Cyrus Rule"

Stephen WhitesideWarc

As digital and societal change take a wrecking ball to traditional marketing models, Mondelez International is relying on an unlikely branding guru to provide clarity and inspiration.

"We call this the 'Miley Cyrus Rule'," Dana Anderson, SVP/CMO at Mondelez International – the owner of Oreo cookies, Cadbury chocolate and Trident gum – reported at VentureBeat's Marketing.FWD Summit 2016.

"This is how I want you to think about the 'Miley Cyrus Rule': When you think you know how it's going to be, think of Miley. Because big packaged-goods companies who have...

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