{"id":108041,"date":"2025-12-27T13:17:06","date_gmt":"2025-12-27T13:17:06","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2025\/12\/27\/how-mondelez-keeps-oreo-and-chips-ahoy-relevant\/"},"modified":"2025-12-27T13:18:05","modified_gmt":"2025-12-27T13:18:05","slug":"how-mondelez-keeps-oreo-and-chips-ahoy-relevant","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2025\/12\/27\/how-mondelez-keeps-oreo-and-chips-ahoy-relevant\/","title":{"rendered":"How Mondel\u0113z Keeps Oreo and Chips Ahoy Relevant"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\"  width=\"601\" height=\"201\"><\/a>\n<br \/><img decoding=\"async\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/static-www.adweek.com\/wp-content\/uploads\/2025\/12\/speed-of-culture-modelez-Koen-Burghouts.png?w=600&amp;h=315&amp;crop=1\" \/><\/p>\n<div>\n<p>Manufacturers don\u2019t keep related as a result of they&#8217;re huge. They keep related as a result of they perceive the place tradition is transferring and act early.\u00a0<\/p>\n<p>On this episode of The Velocity of Tradition podcast, Koen Burghouts shares how that pondering exhibits up inside Mondel\u0113z model technique, particularly as consideration, style, and habits shift quicker than annual plans can sustain.\u00a0<\/p>\n<p>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.\u00a0<\/p>\n<p>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.<\/p>\n<p>Koen Burghouts is the president of candy snacking at Mondel\u0113z Worldwide, the place he oversees manufacturers that outline <a href=\"https:\/\/www.adweek.com\/category\/food-beverage\/\" target=\"_blank\">modern snacking<\/a>, together with Oreo, Chips Ahoy, and Tate\u2019s. His profession spans senior management roles at Procter &amp; Gamble, Danone, and PepsiCo, the place he led world advertising and marketing, innovation, and new enterprise growth.<\/p>\n<p>Immediately, Koen brings that have to shaping Mondel\u0113z 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.<\/p>\n<p><iframe loading=\"lazy\" data-lazy=\"true\" data-src=\"https:\/\/embed.acast.com\/$\/624751b6fc4a850013681169\/flavor-forward-how-mondelz-keeps-oreo-and-chips-ahoy-relevan?\" frameborder=\"0\" width=\"100%\" height=\"110px\" allow=\"autoplay\"><\/iframe><\/p>\n<h4 class=\"wp-block-heading\">Key takeaways:<\/h4>\n<p><strong>[04:08] A Clear Path Beats Excellent Planning<\/strong> \u2014 Koen explains why future-back pondering sits on the coronary heart of Mondel\u0113z model technique. Somewhat than reacting to what&#8217;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&amp;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.<\/p>\n<p><strong>[07:36] Why Premium Indulgence Nonetheless Wins<\/strong> \u2014 Even in tighter financial situations, Koen sees folks holding onto small moments that really feel good. Mondel\u0113z 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&#8217;re experiences folks attain for when they need consolation, pleasure, or familiarity.<\/p>\n<p><strong>[10:11] Channels Change, Expectations Don\u2019t<\/strong> \u2014 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&#8217;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.<\/p>\n<p><!--nextpage--><\/p>\n<p><strong>[11:25] Oreo as a Cultural Reference Level<\/strong> \u2014 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 Mondel\u0113z Oreo technique and explains why the model continues to really feel present throughout generations.<\/p>\n<p><strong>[12:33] Creator Partnerships That Truly Matter<\/strong> \u2014 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.<\/p>\n<p><strong>[16:33] Gen Z, Storytelling, and AI<\/strong> \u2014 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.<\/p>\n<p><strong>[20:57] Management in a Quick-Shifting World<\/strong> \u2014 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.<\/p>\n<\/div>\n<iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/www.adweek.com\/brand-marketing\/flavor-forward-how-mondelez-keeps-oreo-and-chips-ahoy-relevant\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Manufacturers don\u2019t keep related as a result of they&#8217;re huge. They keep related as a result of they perceive the place tradition is transferring and&#8230;<\/p>\n","protected":false},"author":1,"featured_media":108042,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[2835,2083,2836,4306,2224],"class_list":["post-108041","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe","tag-advertising-marketing","tag-adweek-podcasts","tag-business-of-marketing","tag-cpg-news","tag-food-industry-news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How Mondel\u0113z Keeps Oreo and Chips Ahoy Relevant - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. 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