How Mondelēz Keeps Oreo and Chips Ahoy Relevant

Manufacturers don’t keep related as a result of they’re large. 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 considering exhibits up inside Mondelēz model technique, particularly as consideration, style, and habits shift sooner than annual plans can sustain. Drawing from management roles throughout Europe and the U.S., Koen talks by way of how long-term route holds regular whereas short-term strain adjustments week by week. From how Oreo tradition advertising and marketing earns participation, to why groups should experiment throughout channels with out dropping focus, he gives a grounded have a look at how large manufacturers transfer with tradition fairly than chase it.Koen Burghouts is the president of candy snacking at Mondelēz Worldwide, the place he oversees manufacturers that outline trendy 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 improvement.At this time, Koen brings that have to shaping Mondelēz advertising and marketing technique, with a give attention to cultural relevance, future-back considering, 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 Route Beats Excellent Planning — Koen explains why future-back considering sits on the coronary heart of Mondelēz model technique. Fairly than reacting to what’s loud at this time, groups get clear on what success should seem like 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 true accelerator, permitting groups to maneuver with velocity with out dropping their footing.[07:36] Why Premium Indulgence Nonetheless Wins — Even in tighter financial circumstances, 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 decisions reinforce why emotional connection stays central to a culture-driven model technique. Snacks are now 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 really works in every surroundings. What drives impulse in a retailer doesn’t translate on-line. Success now is dependent upon 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.[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 fairly 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 Really 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 total advertising and marketing combine. When each side carry actual conviction and inventive enter, the end result 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 dwell, at this time which means on the small display. Koen explains how Gen Z advertising and marketing technique CPG is dependent upon storytelling fairly 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 dropping tone or identification. Used nicely, AI raises the bar for readability and consistency as a substitute of changing human creativity.[20:57] Management in a Quick-Transferring World — Staying curious and humble issues, however velocity 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 steadiness studying with motion keep related, whereas others fall behind.