Alan Hart, marketer and advisor to the world's best marketers and companies, leads intimate conversations with the world's most dynamic chief marketing officers (CMOs) and business leaders. Alan goes further than other marketing podcasts to learn CMO strategies, tips, and advice. Alan and his guests reveal what makes a great brand, marketing campaign, or turnaround. Learn from the personal experience and rich stories of these marketing and business leaders so you can unleash your full potential. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.
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episode 15: 15: Gary Osifchin, Portfolio Lead, Biscuits NA, Mondelez - Honey Maid Brand
Honey Maid is a classic, all-American brand that's been part of families lives since 1925. But by 2013 it was seen as old-fashioned. Our challenge was to re-position Honey Maid as a modern snacking brand for today's families. We drew a parallel between the brand and modern day families, recognizing that despite a lot of change over the years, what defined each of them as wholesome hadn't changed. This is Wholesome moved a nation with its message of love, earned 361 million media impressions and delivered an advertising contribution of 13%.
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Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
Hosted on Acast. See acast.com/privacy for more information.