Mondelez International

Objective

Reduce the share of the ad budget eaten by creative and production (around 60 percent at a large CPG), produce more variants faster, and spend less on external agencies.

The deployment

Mondelez invested 40 million dollars in a proprietary genAI platform, developed with Accenture and Publicis Groupe. The group targets a 30 to 50 percent drop in the production cost of marketing content, on a creative-production line item that accounts for around 60 percent of a large consumer-goods maker's ad budget. The first uses are already live: social content for Chips Ahoy and Milka, Oreo product pages on Amazon and Walmart. For now the group avoids images of people and focuses on animated product visuals, with human review of everything the AI outputs. The roadmap pushes toward short, ready-to-air TV spots for the 2025-2026 holidays, with the stated ambition of a Super Bowl 2027 format. One cited example: an eight-second Milka animation where waves of chocolate roll over a biscuit, the kind of shot that traditionally costs hundreds of thousands of dollars.

Results Proof C

Investment and objectives announced by Mondelez through its executives, picked up by CNBC and the trade press; the cost reduction is a stated target, not yet an audited result, hence C.

The internal detail is not public. Here is a proven approach that leads to the same result, to adapt to your stack.

1. 1
   Brief and framing marketing / brand

   Definition of the product, format, and message per market, fed into the proprietary platform.

2. 2
   Variant generation AI / platform (Accenture, Publicis)

   Production of animated product visuals and videos (e.g. the Milka animation), in several versions.

3. 3
   Human review Mondelez creative team

   Quality and compliance check of each output before release; exclusion of images of people.

4. 4
   Distribution marketing / e-commerce

   Go-live on social and e-commerce product pages, with progressive extension to TV.