[11:25] Oreo as a Cultural Reference Level — Koen shares how Oreo model technique strikes past visibility into participation. Rituals like dunking invite folks to play, remix, and share, turning the model into one thing lived, not simply seen. From iconic real-time moments to on a regular basis social interplay, Oreo exhibits how manufacturers can form tradition moderately than borrow from it. This philosophy sits on the core of Mondelēz Oreo technique and explains why the model continues to really feel present throughout generations.
[12:33] Creator Partnerships That Truly Matter — Not all collaborations are created equal. Koen explains that robust creator partnerships in model advertising and marketing transcend surface-level endorsements. The best partnerships affect product design, storytelling, and execution throughout the complete advertising and marketing combine. When each side carry actual conviction and inventive enter, the consequence feels genuine to customers and delivers experiences no single model or creator may produce alone.
[16:33] Gen Z, Storytelling, and AI — Reaching youthful audiences means assembly them the place they already reside, immediately which means on the small display. Koen explains how Gen Z advertising and marketing technique CPG will depend on storytelling moderately than interruption. AI in CPG advertising and marketing performs a supporting position, serving to manufacturers scale content material and reply in actual time with out shedding tone or id. Used properly, AI raises the bar for readability and consistency as a substitute of changing human creativity.
[20:57] Management in a Quick-Shifting World — Staying curious and humble issues, however pace comes from conviction. Leaders should work with assumptions, take a look at them rapidly, and act decisively. Ready for certainty slows groups down. As AI in model storytelling reshapes how manufacturers talk, those that stability studying with motion keep related, whereas others fall behind.
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