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Mondelez makes strides in social media, ‘well-being’ snacks

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DEERFIELD, Ill. — Mondelez International has renewed its global partnership with Facebook and moved forward in efforts to make its snacks more healthful.

Mondelez said this week that it’s working with Facebook to innovate around consumer insights and the Messenger platform to create more meaningful mobile-first experiences between people and brands.

“People are living their lives on mobile. It’s changed the way we discover, experience and share. It’s also changing the advertising industry, and messaging will have an even greater impact on how brands engage with consumers than social media has,” according to Bonin Bough, chief media and e-commerce officer at Mondelez. “Continuing to invest in a large-scale media partnership with Facebook will help us connect our brands with our consumers while fueling growth.”

Mondelez_Cadbury campaign_2016For example, Mondelez noted that it’s an early partner using Facebook’s new Audience Insights API, designed to help brands better understand and leverage information about their consumers to create more relevant marketing campaigns.

Mondelez said it piloted the platform for its Cadbury brand’s latest campaign in the United Kingdom.

“Our Cadbury ‘Taste Like Joy Feels’ campaign has demonstrated that scaled, personalized, mobile-first advertising creative is incredibly impactful,” explained Gerry D’Angelo, media director for Europe at Mondelez. “Facebook’s Audience Insights API helped us better understand the ways in which our consumers think about chocolate and how those feelings change depending on the day of the week. As a result, we were able to deliver a more meaningful campaign, achieving unprecedented campaign awareness among our audiences.”

Mondelez said its collaboration with Facebook will include the newly launched bots for Messenger platform. The goal is to test ways for consumers to interact in real time with Mondelez brands and consumer services globally via Messenger threads. “With 900 million people using Messenger every month, this platform offers a great way to interact with our consumers in real time. This could potentially be a new channel for us for commerce and consumer support,” D’Angelo added.

On the snacks front, Mondelez reported that it has reached its goals to increase whole-grain content by 25% — five years ahead of its objective — and expand individually wrapped portion-control options by 25%. Better Choice options also now represent 25.5% of its revenue, and the company expects to have front-of-pack calorie labeling globally in 2016, after having implemented it for 68% of its portfolio as of the end of last year.

Mondelez added, however, that despite strong progress reducing sodium and saturated fat in key categories, such as biscuits, challenges remain in that effort for its global portfolio. The company said it’s accelerating efforts across key categories to reach a 10% reduction goal by 2020. At the end of 2015, sodium and saturated fat declined across entire portfolio by 1% and 2%, respectively.

“In the years since we launched our Call For Well-being platform, we’ve made steady progress in delivering against our commitments,” stated Irene Rosenfeld, Mondelez chairman and chief executive officer. “Our solid 2015 results, along with our new sustainability goals for 2020, advance our commitments and support our ambition to be the global leader in well-being snacks.”

Mondelez products are sold in 165 countries and span such categories as biscuits, chocolate, gum, candy and powdered beverages. The company’s billion-dollar brands include such names as Oreo, LU and Nabisco biscuits; Cadbury, Cadbury Dairy Milk and Milka chocolate; and Trident gum. Its 2015 sales totaled about $30 billion.


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