Mondelez International is the global snacking group created at the end of 2012 by the 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, a slimmed-down Kraft Foods retained a collection of well-established grocery products sold primarily in North America, before itself being acquired in 2015 by Heinz. The Mondelez portfolio is built on three main pillars of biscuits, chocolate and sugar confectionery. It contains the old group's faster-growing cookie business, comprising the heritage Nabisco portfolio and the substantial Lu division acquired from Danone in 2007. Key brands include Oreos, Prince and Chips Ahoy. It also houses the extensive Cadbury confectionery division and the former Suchard chocolate brands in Europe. However, not all of Mondelez' inherited brands fitted comfortably with the snacking strategy. In 2014, the group agreed to inject its international coffee brands into smaller rival DE Master Blenders 1753 to create joint venture Jacobs Douwe Egberts, the new global leader in that sector ahead of Nestle. Yet Mondelez is itself still under repeated pressure from activist investors pushing for a break-up of the business or sale to another similarly minded group, such as PepsiCo.
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|Wheat Thins||Suchard Milka|
Adbrands Daily Update 11th Mar 2019: Mondelez confirmed a creative review across its entire global brand portfolio. "We're constantly reviewing our practices and partnerships to ensure we're fit for the future," said a spokesperson. "With a new growth strategy and a new operating model, we're putting digital at the centre of our marketing approach and are in the early stages of evaluating our structure." The new operating model includes the creation of four separate regional chief marketing officers, while group CMO Martin Renaud oversees global brands. The roster currently houses a large number of separate agencies. Several key assignments are allocated at WPP's Ogilvy or Interpublic's FCB and The Martin Agency, but multiple other agencies handle smaller or regional accounts, including Wieden & Kennedy, VCCP and BETC.
Adbrands Weekly Update 18th Oct 2018: Ads Of The Week: "Ski / Garage". Chocolate and ultra-violence: they go together like, oh I don't know, fish and eggs or bacon and chips. Well, we have unusual tastes here at Adbrands. Wieden & Kennedy's Brazilian office launched a fabulous ad campaign earlier this year for Mondelez' chocolate snack Lacta, with superb animation from top local animation studio Lobo. The latest two spots take the ads' comic violence to wonderfully inventive new extremes to illustrate the explosive combination of biscuit, caramel and chocolate. Beware severed chocolate body parts and biscuity impalings.
Adbrands Weekly Update 9th Aug 2018: Mondelez concluded another set of regional media reviews. This too yielded a significant dividend for WPP's GroupM media division. Dentsu Aegis Network's Carat retained the business in the UK & Ireland, but was replaced by Mindshare in Australia & New Zealand; by Wavemaker in India and another as yet unidentified WPP agency in Japan. Publicis-owned Spark Foundry wins the business in China and South East Asia.
Adbrands Weekly Update 10th May 2018: Mondelez expanded its already vast cookie collection with the purchase of premium manufacturer Tate's Bake Shop, best-known for luxury "homemade" cookies and baked goods made with natural ingredients. The price tag is a generous $500m. It's the first big deal for new Mondelez CEO Dirk Van de Put, who took over from Irene Rosenfeld earlier this year. Tate's was founded in 2000 by Kathleen King - an earlier venture, Kathleen's Bake Shop collapsed following a legal dispute with her business partners - and has gone from strength to strength since she raised funding from private equity firm Riverside in 2014. Sales have reportedly quadrupled since then to around $65m this year.
Adbrands Social Media 24th Apr 2018: "The Last Bar". It's impossible not to like Wieden & Kennedy Amsterdam's delightful ads for Milka chocolate, Mondelez's Continental European cousin to Cadbury in the UK. The films have steadily become a little less quirky over the years: there are no oddball characters in this latest to rival the original ad's fairground strongman. However, this rose-tinted vision of a bucolic Swiss fantasyland is hard to resist. And those kids have such good manners, don't they. A good deed is always repaid in Milka-land, though you usually have to share your bar with someone else.
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