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Brigette WolfGlobal Head SnackFutures Innovation
Consumer driven innovation –the only way
Innovation: How to
Consumers to Gain Insights which lead
WHO AM I?
• Sister, daughter, wife, mother, friend
• Gemini, lefty
• Runner, cyclist, sailor
• Snacker, gum chewer, dessert lover
• Head of SnackFutures Innovation
WHO IS MONDELEZ?
OUR BUSINESS AND BRANDS
3
2018 net revenues
of approximately
$26 billion
Products sold in
approximately
150
countries
Over
80,000employees
Investing over
$800 million to positively
impact people and
the planet in local
communities*
* Includes ~$400MM in donations, both cash and products since 2012 and a $400MM investment for our Cocoa Life program
SNACKING IS AN ATTRACTIVE SPACE
• $1.3 trillion global market
• Favorable consumer trends
• Highly correlated with GDP growth
• Underdeveloped consumption in emerging markets
• Low private label penetration
CONSUMER LANDSCAPE IS SHIFTING RAPIDLY
Shop Differently Eat Differently Seek Different Experiences
ITS ALL ABOUT A HUMAN EXPERIENCE
ENGAGE CONSUMERS
• Better understand their world
• Build authentic connections
• Co-create with them
HOW1) Get out
2) Ask
3) Listen
4) Observe
5) Challenge
6) Be open
7) Give options
8) Learn
SEE THE LIGHT
– maybe just the insight
NA START UP KITA case study
VIBES
THE BUSINESS NEED: DISRUPT THE GUM CATEGORY
% of Eatings 2016
SOURCE: The NPD Group/ Snack Track 2.1 2YE December 2016
Grow the Trident brand…
BUT WHAT WAS THE CONSUMER NEED?
• Traditionally understood Consumer Needs = TASTE and FRESH BREATH
• But needs change & Category not adapting, even doubling down on Freshness
• A broader consumer need was voiced:
Understanding the consumer need is as important as the business objective
Uplifting pleasure for mouth, mind and mood, by delighting the senses with an engaging multi sensorial experience
VIBES CONSUMER ENGAGEMENT
1 2 3 4
Insight:It’s the small
things that can
brighten your day
Design:Feed my senses
Ready,Set,
Chew!
Development:Refine
ReworkConfirm
TRIDENT VIBES Boldly Leads Gum to a Distinctive New Space
BRIGHT, FUN, & PLAYFUL world of
candy to gum Visuals
Unique experiential format featuring
a crisp shell that gives way to a
smooth, effortless chew
Flavor journey – immediate flavor
delivery via flavor in shell that
transforms along the way with
pops of surprising flavor beads that
support a delightful, long lasting
chew
Breakthrough design & name drive
visibility, distinctiveness & personal
relevance with consumers
Every Attribute Designed to Delight!
Clear bottles so you can see the gum!
15
GOING FORWARD EVOLVING APPROACHESSNACKFUTURES
17
Innovation and Venture Hub with line of sight to scale3 focus areas: Well-Being, Premium, Digital Snacking
Invent Reinvent Venture
Develop innovative businesses or
brands
Incubate or reposition existing small brands
Minority investments in start-up companies
FOCUS ON HYPER ENGAGED CONSUMERS
• Taking a ‘tribal approach’ vs mass market
• If they won’t buy it, nobody will
• Gives us better pulse on what’s important to them, most likely to work
• Allows more agility, flexibility and risk of failure
A DIVERSE, GLOBAL ECOSYSTEM AND INTELLIGENCE MODEL
1 2 3 4
Internal experts + external partners
Local market ‘hubs’
Problem-solving brands
Transactional learning
INTERNAL & EXTERNAL: THE BEST OF BOTH WORLDS
Insights, R&D, procurement,
packaging
Trends, innovation, consumer behavior,
incubators, NGOs
MDLZ’s world-classindustry leaders
Cutting edge partners on the ground
GLOBAL FOOTPRINT + LOCAL MARKET HUBS
• Learning librarians in all corners of the world bring new insights and ideas to the center
• Focusing on single market launches increases speed to market to meet consumer needs
TRANSACTIONAL LEARNING = CONSUMER CENTRIC
• Non-conventional ‘testing’
• Real-time, real-life situations
• Online, offline experiences
• Agility and speed to adapt
PROBLEM SOLVING BRANDS = WHAT CONSUMERS WANT
• Start-ups, entrepreneur insights
• Hypotheses rather than assumptions
• Anticipation of future needs
REMEMBER
Consumers are not
•“targets”
•“marketers”
•“innovators”
• THEY ARE PEOPLE, HUMANS, REAL
THANK YOU&
SNACK ON