Mondelez: barstool bonding with the guys

Expertise - Gender
  • Gender / men’s expertise
  • Stakeholder immersion
  • Product innovation
  • Consumer deep dives
  • Consumer co-creation
  • Shopper insights

Understanding someone deeply can sometimes require us to live in their shoes and see the world from their perspective. Mondelēz came to us for just that – how to better engage with the nuanced lifestyles, attitudes, and needs of a core target: working-class guys.

Building on our knowledge base on men’s needs and desires as consumers, we laid the groundwork for an engaging two-day stakeholder immersion that included scavenger hunts and role-playing meal scenarios at select retail locations, which were followed by a moderated group discussion at a bar that put client stakeholders and consumers face-to-face.

Mondelēz came away with a transformative and memorable understanding of what it’s like to live in the shoes of a working-class man – and how it impacts snack choices – to inform product development and the in-store experience.

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