How Legacy Brands Are Staying Relevant For Today's Consumer

Jason Levine

Jason Levine

October 4, 2018 - Larissa Faw of MediaPost writes: Marketing leaders from Kellogg's and Mondelez International appeared at Wednesday's Advertising Week New York to chat about how they are attempting to reinvent their marketing programs.

"The shift we are trying to make is [from] mass marketing to building relationships with people," said Jason Levine [pictured], CMO, North America, Mondelez International.

In the age of disruption, the Oreo remains one of the world’s most popular cookie brands with over $2 billion in annual sales. Levine says this 100-year old brand went on a "tear of a century" by being playful.

Mondelez attempts to classify its brands under one word to have a clear purpose and mission, per Levine. “It's easier to navigate when you are consistent in usage,” he says. One Oreo celebration, for instance, acknowledged left-handed people by selling packages designed for them, with everything printed upside down. The small production immediately sold out. More...