Beyond ads: How Mondelēz Thailand is engineering brand campaigns to capture the minds of Gen Z

This post is sponsored by Mondelēz International (Thailand).

In today’s fast-paced, hyper-connected and culturally diverse world, snacking presents a unique opportunity for innovation.

For a dynamic market such as Thailand, where global influences intersect with rich local identities, companies such as Mondelēz International face challenges in staying relevant, playful, and trustworthy. This environment demands extreme agility, which has prompted the company to adapt its brands in ways that resonate deeply with local cultures while still maintaining a consistent global identity.

By focusing on continuous innovation by introducing new flavours, enhancing digital experiences, and forming creative partnerships, Mondelēz International (Thailand) leverages valuable consumer insights to develop a marketing strategy that addresses market challenges directly. This approach goes beyond traditional marketing and empowers young consumers to become active collaborators in shaping brand culture.

“Today’s youth expect more than a catchy ad,” says Anuraag Agarwal, marketing head of Mondelēz International (Thailand). “They want to be part of something. They want to remix it, share it, and belong to it.”

This strategic shift is crucial, as evidenced by the company’s latest State of Snacking Report* which reveals 74% of younger consumers in Asia Pacific are inspired by social media to try new snacks, with 77% identifying as “snack adventurers”. These are not just consumers, they are explorers seeking moments, moods, and participatory rituals from brands such as OREO and Halls.

Culture-led, not campaign-led: Earning relevance through participation

At the heart of Mondelēz Thailand’s strategy is a fundamental shift: from a campaign-centric approach to deep cultural participation. As Agarwal states: “We’re not chasing trends, we’re earning relevance by becoming integral to their world.” This philosophy is executed through three key pillars: 

1. Engaging through passion points, not just product specs

Instead of focusing solely on product specifications, Mondelēz Thailand connects with youth through their existing passion points. For instance, OREO’s collaborations with K-pop sensations such as BLACKPINK, and most recently, BABYMONSTER went beyond mere endorsements. These partnerships were meticulously crafted around the ritual of OREO and the fervent energy of fandom.

The OREO x BABYMONSTER campaign featured limited-edition cookies embossed with member-inspired designs, collectible photo cards, and packaging that fans could cherish as keepsakes.

The iconic “twist-lick-dunk” ritual was reimagined as the #TwistLickDance challenge, inviting fans to actively participate, remix and show their support. This resulted in young Thai fans not just purchasing the product, but playing with it, collecting it, and integrating into their social spheres.

Similarly, Halls’ collaboration with Thai pop star Jeff Satur elevated the brand from a simple mint to a cultural lifestyle statement. Satur was more than just a brand ambassador, he co-launched new flavours, fronted a refreshed brand identity, and introduced collectible packaging for fans.

His authentic appeal, rooted in emotional storytelling, cool aesthetics, and cross-genre artistry, forged a powerful connection with Thai Gen Z, who see him as both aspirational and relatable. Through this, Halls positioned itself as a mood-boosting companion, as natural to reach, as you queue for a favourite playlist.

Beyond celebrity collaborations, targeted product innovation further embeds brands into the youth culture. The introduction of Halls XS with its distinctive compact packaging, intense flavour profiles and on-the-go functionality, exemplifies how Mondelēz Thailand caters to the fast-paced lifestyles, and desire for bold sensory experiences among young consumers. This blend of form and function makes Halls XS a seamless fit for their daily routines and spontaneous moments.

This culture-first thinking also extends to value-led innovation. The recent launch of TIGO reflects how the company is expanding its reach through accessible, everyday snacking.

Built around an affordable great taste, playful fun and an active lifestyle, TIGO has been brought to life through its mascot TIGO the coach, who anchors storytelling across pack, in-store and on-ground activations. Joyful, inclusive and easy to choose every day, TIGO shows how Mondelēz Thailand applies the same principles of participation and cultural connection across all price tiers.

2. Blending nostalgia with novelty (“newstalgia”)

Mondelēz Thailand masterfully blends familiarity with innovation, creating “newstalgia” – a sweet spot where comfort meets modern culture. The OREO × Pokémon campaign exemplified this: beloved characters, collectible cookies, and digital unlocks.

It leveraged the tension Agarwal describes as: “Young people today don’t choose between high and low culture or digital and physical. They live in that tension – so we design for it.”

3. Designing for participation from day one

Every product, every pack, and every activation is conceived with remixing, sharing and ownership in mind. While “social-first”, these initiatives are also designed to be “shelf-alive”. Early success indicators include the speed at which community rallies, recreates and shares, directly driving business results. “When people don’t just buy, but belong, that’s when we know we’ve hit the sweet spot – cultural impact meets commercial payoff.”

Translating a cultural impact into commercial success

While terms such as “fandom” and “remix” might seem abstract, Mondelēz Thailand rigorously translates cultural engagement into measurable business impact. User generated content and earned media serve as the initial wave of traction. They fuel digital shelf-momentum where formats transform from mere stock into highly coveted collectibles, driving repeat purchases, secondary-market buzz, and sustained brand relevance.

In Thailand’s dynamic youth market, the Mondelēz Thailand team operates with agility – listening, testing, launching, and adapting, all while preserving the core “play-and-joy” DNA of its brands. “It’s not about being everywhere, it’s about being everywhere our young people actually live, talk and share.”

Building brands that belong

Mondelēz Thailand’s innovative approach has garnered significant recognition, including at the Marketing Excellence Awards Thailand 2025. It’s a reward that underscores its strategies that are not rooted in fleeting trends, but in creating personal, joyful and proudly shareable cultural moments that resonate deeply with young Thais.

As youth culture continues its rapid evolution, Mondelēz Thailand remains dedicated to building brands that not only keep pace, but contribute meaningfully. This involves a deeper collaboration with Thai creators, continued experimentation with “newstalgia”, and a persistent focus on mindful snacking. In a region where culture moves in real time, the ability to act fast and authentically will define the next wave of brand growth.

For Agarwal, this philosophy boils down to a simple belief: “We’re not just launching snacks, we’re creating moments that consumers want to remember, share, and make their own. When a brand belongs in culture, everything else follows.”

This unmistakably modern and distinctly Thai approach signals a powerful direction for the future of snacking and brand relevance.

* Global survey conducted online by The Harris Poll on behalf of Mondelēz from October 10-22, 2024, among adults aged 18 years and older.