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CMO Interview - Balancing Brand Nostalgia With Category Innovation at Mondelez - CMO Australia
CMO Interview - Balancing Brand Nostalgia With Category Innovation at Mondelez - CMO Australia
Category innovation and progressive thinking lie at the heart of the Mondelez
International business model, its director of marketing for chocolate, Paul Chat eld,
says. But at a time when consumers seek emotional brand connections more than
ever, no brand can a ord to abandon its heritage or roots.
Which is why this experienced FMCG marketer was so keen on a global brand
platform launch in March that brought back Cadbury’s iconic tagline, ‘there’s a glass
and a half in everyone’. It’s a signi cant move away from the ‘free the joy’
communications from Cadbury over recent years but a closer step towards the
consumer, he says.
“That shift takes us back to the beating heart of the Cadbury brand and when it’s
been at its best for the last 100 years in A/NZ, which is a strong position in families, in
sharing, in human connection and generosity, all anchored in our Dairy Milk /
Insights: Chat
product,” Digitaleld
Marketing (/section/digital_marketing/)
tells CMO Leadership
. “‘Glass and a half’ is one (/section/leadership/)
of our most iconic brand
Customer Experience (/section/customer_experience_management/) Events (/event/) Magazine (/digital_edition/all/)
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Tweets by @CMOAustralia
bene ts historically.
CMOAustralia
“What motivated us to go back to our roots is communicating with the consumer
@CMOAustralia
base in a way that truly resonates with them. We’re returning to where our brand
Sven Lindell makes the transition back to
was at its absolute strongest. More than ever, connectivity and being the river of
chief marketing officer (CMO), this time for
shared moments has been a key standout for our Cadbury brand. It’s a logical and
Winning Group.
necessary step to go into that place.” cmo.com.au/article/669054…
friction/)
Being closer to consumers isn’t just being re ected in the communications strategy.
Mondelez is also rethinking the way its product portfolio is put together and how
each snacking product relates to a consumer need at any given moment in time.
(/whitepaper/374165/state-
of-the- /
Insights: Digital Marketing (/section/digital_marketing/) Leadership (/section/leadership/) cmo-
Customer Experience (/section/customer_experience_management/) Events (/event/) Magazine (/digital_edition/all/)
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2019/?
type=other&arg=0&location=featured_rhs
(https://www.cmo.com.au/article/650616/accc- (/whitepaper/374165/state-of-the-cmo-
2019/?
report-into- READ MORE type=other&arg=0&location=featured_rhs_h
digital- ACCC report into digital platforms paints disturbing picture of their CMO’s State of the CMO is an annual
platforms- industry research initiative aimed at
media and advertising dominance
understanding how ...
paints- (https://www.cmo.com.au/article/650616/accc-report-into-digital-
disturbing- platforms-paints-disturbing-picture-their-media-advertising- Transforming the
picture- dominance/) modern marketing
their- function
media-
advertising-
(/whitepaper/374215/transforming-
dominance/)
the-
modern-
marketing-
In November, the group announced SnackFutures, an innovation division aimed at function/?
identifying and responding to emerging snacking needs. Work is focused on three type=other&arg=0&location=featured_rhs
areas: Well-being snacks, digital platforms and premium snacks. The company will (/whitepaper/374215/transforming-
the-modern-marketing-function/?
tap both internal talent as well as the entrepreneurial community to drive type=other&arg=0&location=featured_rhs_h
innovation. How have leading CMOs gone about
realigning their marketing teams, approach
“Today we’re strong as category innovators, and tomorrow you’ll see a continuation and leadership skills in ...
Another example from Chat eld of how Mondelez is becoming more customer-
centric is building stronger environmental conscience into the product range. One
example is Cocoa Life, a $500 million sustainability program working directly with
BLOG POSTS
cocoa farmers and a series of partners, such as Fair Trade, to have a direct impact on
the ground. It led Mondelez this year to put Cocoa Life on all its Dairy Milk packaging.
What 15 years of
emotional intelligence
told us about youth
media audiences
(/blog/customer-
(https://www.cmo.com.au/article/650467/unsw-
READ MORE
insights/2019/10/23/what-
bets-big- UNSW bets big on Adobe Experience Cloud to lift digital game
15-years-of-emotional-
adobe- (https://www.cmo.com.au/article/650467/unsw-bets-big-adobe-
intelligence-told-us-
(/blog/co Stephanie Winkler
experience- experience-cloud-lift-digital-game/) (/blog/contributor/stepha
about-youth-media-
winkler/) winkler/)
cloud-lift-
audiences/)
Head of insights, VICE Asia-
digital-
Taking people on can emotional journey
Paci
game/)
/
Insights:
In addition,Digital Marketing
Mondelez (/section/digital_marketing/)
recently Leadership
announced all paper-based (/section/leadership/)
packaging will be made
Search
“
Customer Experience (/section/customer_experience_management/) Events (/event/) Magazine (/digital_edition/all/)
from recyclable materials by 2020 and by 2025, it’ll all be recyclable.
Managing director of
“We’ve also recently challenge suppliers on the sustainability of palm oil. These are the tier-two challenger,
public commitments by the organisation and it’s about making our snacks in the
Paul Geason, said its
right way,” Chat eld adds.
di erentiator is pricing
Up next: How Mondelez is transforming its media approach, plus the rise of and o ering services in
new partnerships a simplistic and t...
- samried
Page
1 (/article/650639/cmo-interview-balancing-brand-nostalgia-category-
innovation-mondelez/?) How Momentum Energy
has transformed its entire
2 (/article/650639/cmo-interview-balancing-brand-nostalgia-category- business to be customer-
innovation-mondelez/?pp=2)
next (/article/650639/cmo-interview-balancing-brand-nostalgia-category-
innovation-mondelez/?pp=2)
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