Mondelez International advertising & marketing assignments

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Mondelez International is the global snacking group created at the end of 2012 from a break-up of the old Kraft empire. It is the undisputed global leader in biscuits, and joint #1 in confectionery alongside Mars. Following the split, the slimmed-down Kraft Foods retained a collection of well-established grocery products sold primarily in North America. Mondelez - with a wider global footprint - kept international rights to several of these, even after Kraft was itself acquired in 2015 by Heinz. (Mondelez still handles several beverage, cheese and grocery brands under license outside North America including Tang powdered beverages and Philadelphia cream cheese). However, the main Mondelez portfolio is built on three pillars of biscuits, chocolate and sugar confectionery. It contains the old group's vast cookie and crackers business, comprising the heritage Nabisco portfolio and the substantial Lu division acquired from Danone in 2007. Key brands include Oreo, Prince, Lu, Chips Ahoy, Ritz, Belvita and more. In chocolate and sugar confectionery, Mondelez owns the extensive Cadbury business and the former Suchard brands in Europe. Key products include the Cadbury masterbrand, Milka, Toblerone, Trident gum, Halls and others. However, not all of Mondelez' inherited brands fitted comfortably with the snacking strategy. In 2014, the group agreed to inject its international coffee brands (Jacobs, Kenco, Tassimo etc) into smaller rival DE Master Blenders 1753 to create joint venture Jacobs Douwe Egberts, now one of the global leaders in that sector. (It later swapped part of its stake for a holding in Keurig Dr Pepper; it has gradually sold down that holding in a series of transactions, but retains 8% of KDP as well as 23% of what is now JDE Peets). Yet as a result of mercurial performance and currency headwinds, Mondelez has itself come under repeated pressure from activist investors pushing for a break-up of the business or sale to another similarly minded group, such as PepsiCo. Revenues hovered below $26bn for four consecutive years before finally breaking that level in 2020. The figure for 2021 was a best-ever $28.7bn, with net earnings of $4.3bn, also a company high. In 2021, biscuits generated almost half of group revenues, or $13.5bn. The global Oreo brand, sold in more than 100 countries worldwide, alone accounted for over $3bn in sales. Chocolate added $9.3bn, gum & candy $2.9bn. Kraft products still marketed under license contributed $3.0bn. EMEA is the group's biggest region, accounting for 39% of revenues, while North America contributed 29%. Dirk van de Put succeeded Mondelez architect Irene Rosenfeld as CEO in 2017.

Capsule checked 1st June 2021

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Which agencies handle advertising for Mondelez? Find out more from the Account Assignments database

Marketing decisionmakers for Mondelez? Find out more from the Account Assignments database

Advertising expenditure for Mondelez? See ranking of Declared Advertising Costs

Who are the competitors of Mondelez? In cookies, the main US competitors to Mondelez are Keebler (now a unit of Ferrero), Pepperidge Farm (Campbell's), Lofthouse and Little Debbie. In Europe, Mondelez competitors include McVitie's and Bahlsen. Main confectionery rivals include Mars, Hershey and Nestle. See Food Sector and Confectionery Sector for other companies

Historical profile information for Mondelez

Recent stories from Adbrands Update:

Adbrands Update 21st Jun 2022: Mondelez continued to add to its portfolio, inking the acquisition of oat and protein energy bar business Clif Bar & Co for $2.9bn. Brands include Clif Bar, Clif Kid and Luna.

Adbrands Update 25th Apr 2022: In a further strengthening of its presence in Mexico, Mondelez has agreed to acquire confectionery business Ricolino from Grupo Bimbo for around $1.3bn. With sales of around $500m a year, Ricolino is a local leader in lollipops, marshmallows, chocolates, gummies and other confectionery products under its namesake brand as well as Vero, La Corona and Coronado. The purchase will double the size of Mondxelez' confectionery business in Mexico.

Marketer Moves 10th Feb 2022: New EVP North America at Mondelez. See Marketer Moves (members only).

Adbrands Daily Update 26th May 2021: Mondelez strengthened its portfolio in Central & Eastern Europe and parts of Asia with a deal to acquire Greek snackmaker Chipita for around $2bn. The company makes a wide range of packaged filled croissants and cakes under brands including 7Days, Molto and Chipicao, as well as chocolate-hazelnut spread Fineti. It markets its products in around 50 countries. Combined sales in 2020 were approx $580m.

Adbrands Daily Update 22nd Mar 2021: Mondelez continued to expand its snack business with the addition of a majority shareholding in UK-based sports nutrition manufacturer Grenade, maker of Carb Killa and other high protein energy bars, drinks and shakes. Management retains a minority stake and will continue to run the business as a standalone operation. Mondelez paid £188m for its stake. Grenade reported revenues of almost £52m in 2019, up 40% on the year before.

Adbrands Daily Update 10th Mar 2021: Mondelez added to its cracker portfolio with the acquisition of Australia's Gourmet Food Holdings for approx US $350m. The deal adds the OB Finest, Olina's Bakehouse and Crispbic brands to Mondelez' collection. Rather more unusually, it also introduces Mondelez to an entirely new category. As well as crackers, Gourmet Food is known for its premium smoked salmon and other seafoods, sold under the Ocean Blue banner. Mondelez has not confirmed whether it will keep or divest that line post-completion.

Adbrands Daily Update 17th Feb 2021: "Wildly. Deliciously. Organic". It's fair to say that VCCP's new campaign for Green & Black's is definitely not your usual chocolate ad. Despite being part of the mammoth Mondelez combine, Green & Black's has been pretty much left alone to plough its own furrow, conceptually at least, since its acquisition by Cadbury 15 long years ago. That really shows in this new approach. VCCP - also Cadbury's agency of course - has brought in star director Kim Gehrig to add real excitement to the brand's already solid organic credentials. You're unlikely to see a more thrilling confectionery commercial any time soon.

Adbrands Daily Update 24th Nov 2020: S4 Capital's MediaMonks division secured another "whopper" assignment with the capture of content production across the entire Mondelez portfolio for North America, Latin America and the Asia-Middle East-Africa region, as well as global tech infrastructure and website development. Earlier this month, in its 3Q announcement, S4 had flagged up that a new major win was in the process of being finalised. It will share some of the spoils with a newly created Publicis Groupe entity Team Pop, which was given responsibility for content production in Europe. MediaMonks and Publicis competed for the brief against Accenture and WPP.

More on Mondelez from Adbrands Weekly Update

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