Mondelez launches 'fearless media' advertising model
DEERFIELD, Ill. -- Mondelez International is launching a new media strategy that allows the company to get its message directly to consumers.
The maker of Oreo and many other snack brands says it will focus on forming new media partnerships to acquire, develop and distribute content properties that will build its Power Brands and generate revenue. This approach will enable the company to make larger-scale investments behind its Power Brands by creating engaging and commercially viable content, thereby leading to incremental revenue streams. The goal is for up to 10% of the company's global media investments to break even or turn a profit by 2020.
"Capturing audience attention is more difficult than ever. As audiences become more empowered to control their viewing experience, the old model of interruptive advertising is rapidly becoming irrelevant," said Laura Henderson, global head of Content & Media Monetization at Mondelez International. "This new approach will hold us to a higher standard of creating content that earns attention and is good enough to make money. By developing content that people want to watch, we can begin to monetize our investments, offsetting costs, improving return on investment and making our media spending more sustainable."
The first three planned initiatives are:
Stride Gum Presents: Heaven Sent — On Saturday, July 30, Stride gum will debut Heaven Sent, a historic and "mad intense" live event where professional skydiver Luke Aikins will jump from a plane at 25,000 feet with nothing but the clothes on his back, landing safely on the ground. Created by Chris Talley, Precision Food Works, and Jimmy Smith, Amusement Park Entertainment, the event will air exclusively in the U.S. on FOX at 8 p.m. ET/PT. It will be executive produced by Mondelez International, Amusement Park Entertainment and four-time Emmy Award winner Al Berman. Mondelez International is looking to make the event available across the globe through broadcast, online streaming and pay-per-view platforms.
BuzzFeed Partnership: This first-of-its-kind partnership will build content capabilities for Mondelez International's portfolio of brands. The initiative will continue successful integrations like food and recipe content on platforms like Tasty as well as new content programs for brands. It will also see the co-creation of a new original content brand in the well-being area.
Mobile Game Suite: Building on the success of the Oreo Twist Lick Dunk game, Mondelez International will be rolling out a suite of highly engaging branded games with the aim of being commercially viable. Sour Patch Kids will be the first brand to launch a mobile game later this year with more brands following over the next 18 months.