MONDELEZ
Delightful and delicious exhibit experiences for everyone’s favorite snacks.
Project Brief
Mondelez made their world-class brands the stars of the show at Sweets and Snacks Expo and National Association of Convenience Stores (NACS) to drive customer engagement, schedule meetings, and introduce their audience to their venture brands.
CHALLENGE
Mondelez International tasked Derse with a new design and build that would blow away the competition and upgrade their exhibit to a best-in-class experience in their 50’ x 70’ space at Sweets and Snacks Expo and 50' x 100' space at NACS 2023.
Solution
Derse needed to design a solution with the appropriate brand hierarchy and space allocations across multiple brands. Because each brand has its own team that wanted to maximize space while staying within budget, it became a challenge to figure out which brands had priority. Derse worked with the corporate marketing team and individual brand teams at Mondelez to identify the objectives of each brand, their budget allocations, and how to work together to successfully exhibit the individual brands under one company.
In preparation for what was going to be an intricate installation, the designated installation lead at Sho-Link proactively worked in Derse’s production facility for a week to become familiar with each element of the exhibit to ensure a smooth installation come show time.
With an awareness of how everything would come together, each of Mondelez’s brands came to life—in fact, larger-than-life!
Taking their brands to the next level, we partnered with a prop builder to create more than 20 sculptures, including several Sour Patch Kids, Oreo cookies, a 10-foot milk pour, and a mountain, to represent their newly acquired brand, Clif Bar.
The exhibit housed five reception counters for their brands, a double-deck conference room structure, two semi-private meeting rooms, and photo activation areas. Mondelez’s venture brands (such as Tate’s, Enjoy Life, Hu, Give & Go, 7Day, Perfect Snacks, and other snack brands) were displayed throughout the exhibit and at several reception counters to boost brand awareness and increase buyer interest.
To drive engagement for one of their top brands, Oreo, we created two photo ops within the space that were strategically placed on two high traffic areas within the convention center to maximize brand visibility and attendee engagement.
The fun didn’t stop there. Mondelez used their new exhibit properties at NACS in a 50’ x 100’ booth configuration. With more space, we included a Cookies and Creamery milkshake bar and another photo opportunity for more fun Oreo selfies.
Results
Derse’s design and execution at Sweets and Snacks and NACS delighted Mondelez’s audience and helped them achieve their goals. In the end, our booth delivered on and exceeded client expectations. The client considered attendee engagement a success:
1,924
milkshakes were served over the course of two days at NACS
2,726
individuals were professionally photographed at the Oreo activations at Sweets and Snacks
131,946
people reached by the digital and social interactions of their audience, extending the impact of their booth beyond those present at the shows
In addition, attendees were overheard saying this is “the best booth they have ever seen,” and that the booth was “so fun it reminded [them] of Disney.”
MONDELEZ GALLERY
More images of Mondelez at Sweets & Snacks 2023.
