How Mondelez Keeps Its Heritage Brands Dynamic: Fearless Marketing Fuels Oreo Colorfilled

Wed, Oct 24, 2018 1:02 PM EDT{LOCAL_TZ}



Summary

Mondelez International has built the marketing of its century-old Oreo brand around delivering vivid, personal experiences to its consumers. This innovative mindset fueled by creativity and enthusiasm led to the launch of the Colorfilled campaign, where Oreo lovers could customize the packaging of their cookies and have personalized gift boxes delivered to their door. This program was enabled by a mix of fearless marketing and innovative print technology. 

Hear from some of the creative partners about how Mondelez built and executed this groundbreaking strategy and how similar programs are being put into action for Oreo and other Mondelez brands around the world. You’ll find out:

  • How inventive packaging solutions led to Oreo’s personalized ecommerce strategy
  • What Mondelez does to encourage entrepreneurial thinking and passion to innovate and stay ahead of competitors
  • Why these kinds of direct-to-consumer executions are now part of the CPG leader’s global approach

 
 Speakers

Liz Valentine
Account Director
The Martin Agency       

At The Martin Agency, Liz helped push Oreo Colorfilled from a creative concept to an ecommerce site. She is passionate about bringing innovative experiences to brands and inspiring consumers to connect to brands in new ways.

Stephen Spencer
Senior Experience
Designer
MAYA, a BCG Company

Stephen brings a collaborative and hands-on approach to leading complex digital projects for world-renowned, Fortune 500 clients. As an expert in innovation and product development, he has developed products that bridge the physical and digital worlds, novel ecommerce offerings, and interfaces for challenging environments.

Doris Brown-McNally
Global Brands
Innovation Manager
HP

Doris is responsible for fostering relationships with many of the world’s most recognizable brands and their creative agencies, through meaningful and inspirational digital print instruction, and campaign development. She has been an outspoken leader and advocate regarding digital print production, color communication and cross-media marketing.

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