Food giant's e-commerce leader explains how a fearless approach will drive $1bn of new sales
If you were a 103-year-old brand, how might you reinvent the creme-filled wheel? Would you be bold enough to embrace innovation even in the face of rising market unpredictability? PSFK co-hosted a special event for Mondelēz and Oreo that spotlighted innovation and featured their first e-commerce undertaking, the new Colorfilled Campaign, for which we were excited to invite Chief Media & E-commerce Officer at Mondelēz International Bonin Bough to the stage. As Mondelēz is aiming to rethink the Oreo experience, Bough pressed the importance of personalization and customization, teasing that the campaign was the first exploration in the brand’s larger, long-term development strategy.