Spotlight on Mondelēz
Mondelēz Leverages the Power of its Brands to Address Global Needs
A Safer and More Snackable World
It’s hardly a surprise that people are snacking more in the pandemic. For many, off-meal eating can be a source of comfort, connection and community “that have, at times, been difficult to find in this year of isolation,” says Dirk ven de Put, Chairman and CEO of global food-and-beverage food giant Mondelēz International. The worldwide snacking surge is admittedly a positive for Mondelēz, whose iconic brands include Oreo, Cadbury, Ritz, Toblerone, Trident and Jell-O among many others. But the company is clear that it wants people to enjoy snacking sanely and sustainably—especially now. “Our purpose is to empower people to snack right,” it says, “with high-quality snacks…made with sustainable ingredients and packaging.”
In 2019, Mondelēz launched its $400 million Cocoa Life program to sustainably source the cocoa used in many of its products. The program addresses the complex challenges cocoa farmers face, including climate change, gender inequality, poverty, human trafficking, child labor and other human rights abuses, working closely with more than 1 million people in cocoa farming communities in West Africa, Indonesia, Brazil, the Dominican Republic and India.
Cocoa Life in Côte d’Ivoire and Ghana, Mondelēz created a Child Labor Monitoring and Remediation System to alert communities to the dangers of child labor and engage local schools and NGOs to eradicate the problem. This year, Cocoa Life has added a new focus, funding education and on-the-ground healthcare activities in cocoa-growing communities to help keep people safe from the ravages of COVID-19.
Its corporate mission is to lead the future of snacking. As part of this ideal, Mondelēz has stepped up its commitment to creating products “that are good for both people and the planet.” The company has set aggressive goals to reduce C02 emissions and to use recyclable packaging exclusively by 2025. Over the past eight years, it has eliminated more than 59,000 metric tons of packing.
Mondeléz is also giving back to the people in ways that transcend snacking. In March, as the pandemic was taking hold, Mondeléz made a $15 million global commitment—later increased by nearly $12 million—to support a vast array of local national and community-based humanitarian and public health initiatives on six continents. Recipients include such organizations as Save The Children, CARE and the International Federation of Red Cross & Red Crescent, as well as local food banks, hospitals, clinics, childcare centers and NGOs worldwide. Looking internally, and recognizing that many of its employees were frontline workers involved in the manufacture and distribution of food without the option of working from home, Mondeléz increased their pay and paid vacation
The Mondelēz name, by the way, is a bilingual mash-up of two words—the Latin word for “world”—mundus—and a variation on “delicious.” As Carpenter Group sees it, it’s the perfect representation of a brand committed to leveraging global resources to address global problems while making the world a safer—and more snackable—place.
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About Brand Acts of Kindness®
Brand Acts of Kindness® is a series from Carpenter Group that spotlights companies across industries that are living their brand values in addressing the unprecedented challenges facing the world today.
The series initially headlined companies assisting healthcare workers and first responders, as well as communities, businesses and families impacted by the COVID-19 pandemic. We also highlight brands taking the lead in supporting social and racial justice, LGBTQ rights, sustainability and the environment. Their stories show how innovation, resolve and action, built on a solid value proposition, can both strengthen a brand and help create a better world.
About Carpenter Group
Carpenter Group is an independent, woman-owned strategic branding, messaging and marketing communications firm that has delivered results-driven solutions to financial, professional services and technology firms for 30+ years.
Our broad cross-discipline experience enables us to craft brand messaging and carry it through to the channels that most effectively connect with our clients’ target audience, from editorial content to advertising to event marketing and more.