Mondelēz launch Mobile Futures in Australia to harness startup talent

Snack food giant Mondelēz, which owns brands including Cadbury Dairy Milk and Philadelphia cream cheese,  has launched its mobile marketing initiative Mobile Futures which aims to ignite consumer connections by collaborating with startup entrepreneurs.

It will see Cadbury Dairy Milk, Marvellous Creations, Cadbury Favourites, Philadelphia and BelVita breakfast biscuits partnered with startups with the aim of accelerating their existing mobile innovations in 90 days.

Bonin Bough, vice president of global media and consumer at Mondelēz International, said: “Around half of Australian consumers’ online activity occurs via mobile or tablet devices, but there’s a big gap between that mobile usage and where companies are investing their ad budgets.

“Digitally savvy markets like Australia will play a lead role in our plan to invest 10 percent of our global marketing budget in clever and engaging mobile activations that span the entire consumer journey. Our goal is to become one of the top mobile marketers in the world, and Mobile Futures is one very exciting program that will help us get there.”