Case study: Mondelez International - OREO Twists

Biscuits category growth had stagnated, limited by a typically older shopper and dominance of heritage brands. Enter OREO: younger in the UK market, less traditional and more playful, appealing to Millennial consumers in a unique way with an opportunity to grow. But with one big challenge - the iconic centennial cookie is only 17 years old in the UK, lacking relevance with consumers.