Warc, 28 May 2014
NEW YORK: Honey Maid, Mondelez International's line of
graham crackers, is aiming to be on the "cutting edge" of a major
marketing trend, where brands actively recognise how diverse millions of
American families have become.
Gary Osifchin, Mondelez International's senior marketing
director, wholesome sweet, entrepreneurial brands and channels, discussed this
idea at the OMMA Video conference, organised by MediaPost and held in New York.
Honey Maid recently launched the "This is
Wholesome" campaign, championing the varied forms that millions of
families and households take in America today.
"I think there's a huge trend from consumer brands
right now, that we are on the cutting edge of," Osifchin said. (For more
details on the "This is Wholesome" campaign, read Warc's exclusive
report: How Honey Maid connected with families in America.)
Cheerios, the breakfast cereal made by General Mills, is one
example of a brand that has moved into this area, mirroring the demographic
shifts now transforming America, and which are familiar to almost all
marketers.
"Diversity in America is not new; we weren't the first
to recognise it; we really hope we're not going to be the last," Osifchin
said.
However, he also suggested that Honey Maid's campaign –
which featured a wide range of content, from TV spots and online documentaries
to viral video – marked a genuine advance in this space.
"We hit a chord; I think it resonated with folks and it
worked," he said. "I really hope that others are going to start to
follow, because it's the reality of who we are as a country.
"Many brands are scared of it. They're scared of
changing the status quo, and showing up in a different way, and actually
reflecting what the American society of today looks like. They like to stay in
a safer space."
Alongside talking to a "whole new generation of families"
in 2014, Osifchin believes that Honey Maid's inclusive positioning can set the
marketing agenda for at least a decade.
"I'm telling everybody this is a ten-year idea, because
I truly am re-establishing the brand with a whole new generation of moms and
dads. It's a ten-year idea to capture that generation," he said.
Data sourced from Warc
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