CREATING The Nº 1 NEW US SNACKING BRAND FOR MONDELEZ
We coached a cross-functional team to create the positioning and action plan for a new brand to help Mondelez compete in the fast growing North American healthy snacking market. The positioning guided the whole launch mix including pack design, communication, product range and brand architecture.
Good Thins reached sales of $82million in first year, making it the Nº 1 new US snacking brand.
“Your process, expertise, and creativity have been critical to coaching us to not only do a good job on building Good Thins but also in making us better marketers.”
Linda Lee, Senior Director, Mondelez North America