With Oreo and Cadbury, Mondelez looks to expand the influence of its brands

The company has also sought out local and hyperlocal brands, in a bid to tap into growing consumer affinity towards such labels

How does one build a cookie with personality? For a brand born in 1912, more precisely, how does one stay young enough to find a place on the shopping lists of consumers several generations younger than itself? That was a challenge that Oreo, the brand formerly owned by Kraft Foods and now Mondelez began asking 5-6 years ago. 

One road that the brand decided to walk down, in its hunt for newer, younger consumers, was that of creative communication.

Using digital media to drop memes, tweet topical one-liners and such other methods, it inveigled its way into social media timelines.