How Mondelez has opened its brands’ eyes to LGBT potential

Mondelez International, the consumer packaged goods company, has fostered engagement with the LGBT community in various ways.

“How do you authentically connect with LGBT consumers?” Gary Osifchin, Mondelez International’s global vp/brand equity, asked delegates at the Association of National Advertisers’ (ANA) 2018 Multicultural Marketing & Diversity Conference.

“For us, it was pretty simple: you start with a new gum brand, you take the world’s number one cookie brand, and you take a 90-year-old cracker and reinvent it.”

Mondelez’s success with Stride gum, Oreo cookies, and Honey Maid graham crackers is a powerful exception to an unfortunate rule of targeted engagement: “The lack of ability to identify (and understand) LGBTQ individuals is among the primary barriers that marketers...

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