Mondelez, Facebook to collaborate on video content, e-commerce

DEERFIELD, Ill. — Mondelēz International has renewed its global strategic partnership with Facebook, the snacking company announced Tuesday. The collaboration will focus on creating video content and increasing e-commerce.

“The partnership with Facebook is a core element of our fearless marketing vision, which aims at accelerating growth through transformational marketing,” Dana Anderson, Mondelēz's SVP and chief marketing officer, said. “Investing in large-scale media partnerships enables us to connect our brands with consumers in new creative ways.”

Some of these ways include connecting with consumers through Facebook-developed playbooks, webinars and e-learning modules. Mondelēz also will be able to participate in beta-testing programs on Facebook and Instagram.

“Partnering with Facebook allows us to leverage their video platform, which is currently the fastest-growing,” Gerry D’Angelo, Mondelēz's media director for Europe said. “Combined with their unparalleled reach and social sharing capabilities, we have the opportunity to make Facebook our single largest-selling channel.”

The companies also will test scalable solutions to drive impulse purchases of some of Mondelēz's “power brands” in Australia, India, the United Kingdom and the United States.

Because Facebook is used by both consumers and distributors, the website is “the ideal channel” for e-commerce, according to Cindy Chen, Mondelēz's global head of e-commerce.