Manufacturers don’t keep related as a result of they’re huge. They keep related as a result of they perceive the place tradition is transferring and act early. 

On this episode of The Velocity of Tradition podcast, Koen Burghouts shares how that pondering exhibits up inside Mondelēz model technique, particularly as consideration, style, and habits shift quicker than annual plans can sustain. 

Drawing from management roles throughout Europe and the U.S., Koen talks by means of how long-term route holds regular whereas short-term stress modifications week by week. 

From how Oreo tradition advertising and marketing earns participation, to why groups should experiment throughout channels with out shedding focus, he presents a grounded have a look at how huge manufacturers transfer with tradition moderately than chase it.

Koen Burghouts is the president of candy snacking at Mondelēz Worldwide, the place he oversees manufacturers that outline modern snacking, together with Oreo, Chips Ahoy, and Tate’s. His profession spans senior management roles at Procter & Gamble, Danone, and PepsiCo, the place he led world advertising and marketing, innovation, and new enterprise growth.

Immediately, Koen brings that have to shaping Mondelēz advertising and marketing technique, with a deal with cultural relevance, future-back pondering, and execution at scale. He additionally serves on the board of trustees and strategic advisory council on the Nationwide Confectioners Affiliation, contributing to the broader dialog about the way forward for snack manufacturers.

Key takeaways:

[04:08] A Clear Path Beats Excellent Planning — Koen explains why future-back pondering sits on the coronary heart of Mondelēz model technique. Somewhat than reacting to what’s loud immediately, groups get clear on what success should appear to be years from now and work backward from there. That shared route helps advertising and marketing, R&D, and provide chain transfer collectively, not in silos. In a world formed by fast-shifting meals and beverage model advertising and marketing developments, readability turns into the actual accelerator, permitting groups to maneuver with pace with out shedding their footing.

[07:36] Why Premium Indulgence Nonetheless Wins — Even in tighter financial situations, Koen sees folks holding onto small moments that really feel good. Mondelēz leans into premium indulgence, comfort, and better-for-you choices as a result of customers nonetheless worth treats that really feel intentional. These selections reinforce why emotional connection stays central to a culture-driven model technique. Snacks are not simply merchandise; they’re experiences folks attain for when they need consolation, pleasure, or familiarity.

[10:11] Channels Change, Expectations Don’t — As ecommerce, supply, and social commerce reshape how folks store, Koen emphasizes that manufacturers should relearn how discovery truly works in every atmosphere. What drives impulse in a retailer doesn’t translate on-line. Success now will depend on understanding habits channel by channel and staying open to experimentation. With consideration more and more fragmented, adapting to evolving CPG advertising and marketing developments requires fixed studying, testing, and refinement.