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Mondelez International Inc (Packaged Food)

Article • Euromonitor Advertiser Profiles, January 2021

This Company Profile from Euromonitor provides key details and analysis of Mondelez International Inc, owner of brands such as Cadbury, Milka, Oreo, Ritz and Philadelphia.

Child products and groceries see greatest e-commerce growth in France

Data • Rob Clapp, WARC Data Points, December 2020

An overview of e-commerce categories in France during the coronavirus (COVID-19) outbreak.

Gushers: #blackvoicescreate

Case Study • Michael Soroosh, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Fruit snack brand Gushers ran a social media campaign in the United States to empower young Black creators on TikTok, drive donations for the NAACP, and ensure Black voices were heard on social media despite biased algorithms.

Snickers: Bring Back the Idols

Case Study • Kaori Yatsu, Hiroaki Taki, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Confectionery brand Snickers collaborated with smartphone game Idol Master to appeal to young males and boost single-bar sales in Japan.

Mars Inc (Food)

Article • Euromonitor Advertiser Profiles, December 2020

This Company Profile from Euromonitor provides key details and analysis of Mars Inc, the owner of brands such as Snickers, Orbit and Uncle Ben's.

Butterfinger: Game Better with Butterfinger

Case Study • Nicole Voorburg, TJ Kelly, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2020

Confectionery bar Butterfinger grew sales and appealed to younger consumers in the US through a gaming partnership and redemption scheme with Final Fantasy VII.

Cadbury: Out of The Box

Case Study • Kurush Dastur, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Cadbury Celebrations, the confectionary brand, used in-store augmented reality to surpass its Diwali sales target in India.

Snacks and personal care products see greatest e-commerce lift

Data • Rob Clapp, WARC Data Points, November 2020

An overview of e-commerce categories in Europe during the coronavirus (COVID-19) outbreak.

Effectiveness insights from ten years of Snickers' "You’re not you when you’re hungry"

Opinion • Stephen Whiteside, October 2020

The iconic “You’re Not You When You’re Hungry” campaign has delivered ten years of success for Snickers. Stephen Whiteside from WARC explains why consistency, local relevance, and humor have all played a critical role in this outcome.

How Snickers has used humour to build long-term success

News • 28 October 2020

Snickers celebrated the tenth anniversary of its iconic ‘You’re not you when you’re hungry’ campaign earlier this year, and humour has played a vital role in the longevity of this initiative.

How Snickers built long-term success with “You’re not you when you’re hungry”

Article • Stephen Whiteside, Event Reports, Lions Live, October 2020

Snickers’ “You’re not you when you’re hungry” recently celebrated its tenth anniversary, and has yielded enduring success for the candy brand, which is owned by Mars Wrigley.

Results & a half: How generosity paid off for Cadbury

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Cadbury, a confectionary company, relaunched its positioning with the brand line There’s a Glass and a Half in Everyone to show that Cadbury is at the heart of people and their generosity to win back brand salience in the UK.

Hershey sees opportunities in esports

News • 09 September 2020

The Hershey Co.

How Hershey evaluates the appeal of esports and in-game advertising opportunities

Article • Geoffrey Precourt, WARC Exclusive, September 2020

The Hershey Co., the candy manufacturer, has begun exploring the opportunities provided by esports having carefully evaluated how this channel can help its business.

M&M's: Making Valentine's fun for the emotionally awkward

Case Study • Eleanor Kawsek, WARC Prize for Asian Strategy, Entrant, 2020

Confectionery brand M&M's created a custom chatbot on Facebook Messanger to help young adults express their feelings, in order to increase reach and engagement during Valentine's in the Philippines.

Snickers: Bring Back the Idols

Case Study • Hiroaki Taki, Akie Suzuki, Kaori Yatsu, WARC Prize for Asian Strategy, Entrant, 2020

Confectionery brand Snickers collaborated with smartphone game Idol Master to appeal to young males and boost single-bar sales in Japan.

Mentos: Say Hello

Case Study • Simon Clancy, Shuhei Yasunaga, Chang Soo Lee, Theresse Angeles, WARC Prize for Asian Strategy, Entrant, 2020

Global confectionery brand Mentos reignited its relationship with Japanese youth through a Twitter chatbot simulation that successfully reversed a decline in followers.

Mars’ secret for success in digital: focus on peak attention

News • 18 August 2020

Mars, the food-to-petcare business, sees attention as an important metric in its digital advertising – and “peak attention” in particular as a crucial moment for delivering an emotional message.

Cadbury: Rekindling the spirit of John Cadbury for today

Case Study • Marketing Society, The Brave Awards, Shortlisted, 2020

Chocolate brand Cadbury launched its campaign There’s a Glass and a Half in Everyone in the UK to reclaim its brand culture and tackle loneliness among the elderly in the UK.

Lockdown highlights failures in digital transformation

News • 06 July 2020

More than three months after lockdown sparked a rush to work from home, a trickle of people are returning to offices, and businesses are having to again consider their working practices; at Mars it’s all about ground-up transformation.

For Mars, COVID highlights the need for ‘ground-up’ digital transformation

Article • Brian Carruthers, Event Reports, Digital Transformation Conference, June 2020

Discusses the need to understand the behaviours that make digital transformations successful.

Mars sees potential in attention metrics

News • 10 June 2020

It is important to test emerging metrics and more agile approaches to understand creative excellence, believes Mars’ Sorin Patilinet, and, with that in mind, the food-to-petcare business is exploring how it can best use attention.

OREO and HBO: OREO x Game of Thrones

Case Study • WARC Cases, 2019

Cookie brand OREO reignited brand love among American adults by launching a limited-edition product created in partnership with HBO’s Game of Thrones.

Mondelez doubles down on e-commerce advertising

News • 07 June 2020

Mondelez International, the snacks company, has doubled down on advertising on e-commerce platforms as it seeks to reach consumers near the point of digital purchase.

Mondelez’s strategy for doubling down on e-commerce

Article • Stephen Whiteside, WARC Exclusive, June 2020

Mondelez International, the snacks company, is doubling down on e-commerce in line with changing consumer habits.

Global Ad Trends: FMCG and COVID-19

Data • James McDonald, Rob Clapp, WARC Data, March 2020

This report summarises the latest research from WARC's Data platform, with a focus on FMCG & COVID-19. Key findings include
What we know about Health and Wellness Marketing

Article • WARC Best Practice, February 2020

Looks at the growth of the health and wellness sector and how smart technology is changing the category, as it has made it easier for consumers to monitor their health and track their fitness goals and has raised expectations of health and wellness brands.
What's working in FMCG

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in the FMCG category.
Five ways Unilever is adapting in the COVID-19 era

Article • Anna Hamill, WARC Exclusive, April 2020

Unilever, the global FMCG company, is navigating the short-term COVID-19 crunch while looking ahead to new consumer behaviours and the benefits of faster consumer insights.
The future 100

Article • Research on WARC, January 2020

The reign of Big Tech is coming to an end and as we look at the year ahead, 2020 will see irresponsible companies and figureheads being held accountable for wider social and environmental issues.
Future 100 Update by Wunderman Thompson Intelligence

Article • WARC Exclusive, May 2020

After the release of The Future 100 annual trend report in January 2020, news of a novel coronavirus started making headlines – this report tracks the new behaviours, cultural shifts and industry changes stemming from these sudden changes.