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