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Mondelez International Inc (Packaged Food)

Article • Euromonitor Advertiser Profiles, January 2021

This Company Profile from Euromonitor provides key details and analysis of Mondelez International Inc, owner of brands such as Cadbury, Milka, Oreo, Ritz and Philadelphia.

Child products and groceries see greatest e-commerce growth in France

Data • Rob Clapp, WARC Data Points, December 2020

An overview of e-commerce categories in France during the coronavirus (COVID-19) outbreak.

Mars Inc (Food)

Article • Euromonitor Advertiser Profiles, December 2020

This Company Profile from Euromonitor provides key details and analysis of Mars Inc, the owner of brands such as Snickers, Orbit and Uncle Ben's.

Butterfinger: Game Better with Butterfinger

Case Study • Nicole Voorburg, TJ Kelly, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2020

Confectionery bar Butterfinger grew sales and appealed to younger consumers in the US through a gaming partnership and redemption scheme with Final Fantasy VII.

Snacks and personal care products see greatest e-commerce lift

Data • Rob Clapp, WARC Data Points, November 2020

An overview of e-commerce categories in Europe during the coronavirus (COVID-19) outbreak.

How Snickers built long-term success with “You’re not you when you’re hungry”

Article • Stephen Whiteside, Event Reports, Lions Live, October 2020

Snickers’ “You’re not you when you’re hungry” recently celebrated its tenth anniversary, and has yielded enduring success for the candy brand, which is owned by Mars Wrigley.

Results & a half: How generosity paid off for Cadbury

Case Study • IPA (UK), IPA Effectiveness Awards, 2020

Cadbury, a confectionary company, relaunched its positioning with the brand line There’s a Glass and a Half in Everyone to show that Cadbury is at the heart of people and their generosity to win back brand salience in the UK.

Chocolate confectionery in the US

Article • Euromonitor Strategy Briefings, September 2020

Provides a category overview of chocolate confectionery in the US.

Snickers: Bring Back the Idols

Case Study • Hiroaki Taki, Akie Suzuki, Kaori Yatsu, WARC Prize for Asian Strategy, Entrant, 2020

Confectionery brand Snickers collaborated with smartphone game Idol Master to appeal to young males and boost single-bar sales in Japan.

Cadbury: Rekindling the spirit of John Cadbury for today

Case Study • Marketing Society, The Brave Awards, Shortlisted, 2020

Chocolate brand Cadbury launched its campaign There’s a Glass and a Half in Everyone in the UK to reclaim its brand culture and tackle loneliness among the elderly in the UK.

For Mars, COVID highlights the need for ‘ground-up’ digital transformation

Article • Brian Carruthers, Event Reports, Digital Transformation Conference, June 2020

Discusses the need to understand the behaviours that make digital transformations successful.

OREO and HBO: OREO x Game of Thrones

Case Study • WARC Cases, 2019

Cookie brand OREO reignited brand love among American adults by launching a limited-edition product created in partnership with HBO’s Game of Thrones.

Mondelez’s strategy for doubling down on e-commerce

Article • Stephen Whiteside, WARC Exclusive, June 2020

Mondelez International, the snacks company, is doubling down on e-commerce in line with changing consumer habits.

Using attention to scale creative excellence at Mars

Article • Sorin Patilinet, WARC Exclusive, June 2020

In today’s overcluttered advertising landscape, the ability to attract consumer attention is a key performance indicator.

Occasion marketing in the age of COVID-19: Insights from The Hershey Co.

Article • Geoffrey Precourt, WARC Exclusive, April 2020

The Hershey Co., the candy manufacturer, is responding to the COVID-19 crisis by mapping out its occasion-focused strategy based on various scenarios.

Snickers: Bring Back the Idols

Case Study • Kaori Yatsu, Hiroaki Taki, Akie Suzuki, WARC Awards, Silver, Effective Social Strategy, 2020

Confectionery brand Snickers collaborated with smartphone game Idol Master to appeal to young males and boost single-bar sales in Japan.

Hsu Fu Chi: Chinese New Year Memory Train

Case Study • Benjamin Condit, Chaojie Miao, Air Luo, Sienna Zhang, WARC Awards, Entrant, Effective Content Strategy, 2020

Hsu Fu Chi, the traditional Chinese candy brand, recaptured the waning Chinese New Year food gifting market by using the nostalgic power of music to gain relevance and drive purchase.

Oreo: Rekindling the childlike spirit of playfulness

Case Study • Sneha Raina, WARC Awards, Entrant, Effective Use of Brand Purpose, 2020

In India, Oreo, the cookie brand, launched a campaign to widen its audience to include adults as a way of tackling slow growth in the cream biscuits category.

M&M's: Reborn as an Entertainment Icon

Case Study • Jenny Hanghal, Katy Guan, WARC Awards, Entrant, Effective Innovation, 2020

M&M'S China ran a social media and offline campaign to position itself as an entertainment brand, drive sales and engage young consumers.

Cadbury Dairy Milk: Glass and a half in everyone

Case Study • Arindam Chatterjee, WARC Awards, Bronze, Effective Use of Brand Purpose, 2020

Cadbury Dairy Milk (CDM), the chocolate brand, championed its historical spirit of generosity through a new brand platform to grow market share and brand equity in Indonesia.

Chocoladefabriken Lindt & Sprüngli AG (Food)

Article • Euromonitor Advertiser Profiles, March 2020

This Company Profile from Euromonitor provides key details and analysis of Chocoladefabriken Lindt & Sprüngli AG, the owner of brands such as Lindor.

M&M's: Battle for Fun

Case Study • Jenny Hanghal, Katy Guan, WARC Awards, Shortlisted, Effective Innovation, 2020

Chocolate snack M&M's targeted e-sports fans in China with an interactive campaign to increase penetration and sales among 18- to 34-year-olds.

Mondelez gets to grips with dynamic OOH

Article • Alex Brownsell, WARC Exclusive, March 2020

Lessons learned by Mondelez International in its experimentation with dynamically-served digital outdoor media.

KitKat: Break in case of life's little emergencies

Rankings • WARC Effective 100, 2020

Nestlé-owned chocolate bar brand KitKat came back to growth in the Philippines by positioning itself as the solution to everyday life’s little emergencies.

Skittles: Broadway the Rainbow

Rankings • WARC Media 100, 2020

Skittles, the confectionery brand, skipped paying for expensive Super Bowl advertising to create a Broadway musical in the US.

What we know about brand launches

Article • WARC Best Practice, April 2020

Explores what new brands need to consider when launching, as marketplaces are often highly cluttered and a launch strategy requires significant investment over the long-term.
How to launch a new brand

Article • Nick Kendall, WARC Best Practice, May 2017

This article explores the role that communications play in launching new brands, including how to ensure a new brand gets noticed and how to break through consumer indifference and capture their attention.
How to expand your brand architecture: strategies for successful brand launches

Article • Jenni Romaniuk, Admap Magazine, October 2018

Discusses the factors to consider when creating the identity of a new brand launch.
What we know about building brands

Article • WARC Exclusive, February 2015

This article provides marketers with information and guidance on building brands.
How to launch a brand successfully: insights from the Ehrenberg-Bass Institute

Article • Stephen Whiteside, Event Reports, Warc Webinar, February 2016

This article provides an insight into successful launch strategies for new brands, based on research covering different categories and countries.
Five principles of innovation: how Kraft Heinz entered China’s snacks category

Article • Low Lai Chow , Event Reports, FUTR Asia Summit, October 2018

Kraft Heinz tapped five principles of ‘white space innovation’ to launch its new cookie product in China’s crowded snacking category.