[11:25] Oreo as a Cultural Reference Point — Koen shares how Oreo brand strategy moves beyond visibility into participation. Rituals like dunking invite people to play, remix, and share, turning the brand into something lived, not just seen. From iconic real-time moments to everyday social interaction, Oreo shows how brands can shape culture rather than borrow from it. This philosophy sits at the core of Mondelēz Oreo strategy and explains why the brand continues to feel current across generations.
[12:33] Creator Partnerships That Actually Matter — Not all collaborations are created equal. Koen explains that strong creator partnerships in brand marketing go beyond surface-level endorsements. The most effective partnerships influence product design, storytelling, and execution across the full marketing mix. When both sides bring real conviction and creative input, the result feels authentic to consumers and delivers experiences no single brand or creator could produce alone.
[16:33] Gen Z, Storytelling, and AI — Reaching younger audiences means meeting them where they already live, today that means on the small screen. Koen explains how Gen Z marketing strategy CPG depends on storytelling rather than interruption. AI in CPG marketing plays a supporting role, helping brands scale content and respond in real time without losing tone or identity. Used well, AI raises the bar for clarity and consistency instead of replacing human creativity.
[20:57] Leadership in a Fast-Moving World — Staying curious and humble matters, but speed comes from conviction. Leaders must work with assumptions, test them quickly, and act decisively. Waiting for certainty slows teams down. As AI in brand storytelling reshapes how brands communicate, those who balance learning with action stay relevant, while others fall behind.
