NORTHFIELD, Ill. -- Candy and snack maker Mondelez International Inc. is using new in-store technology from digital coupon publisher News America Marketing (NAM) that will support a nationwide campaign around soccer.
Holographic Display is a high-definition image projection that creates the realistic illusion of a three-dimensional moving object, with an optional audio component. This in-store vehicle is the first of its kind to be displayed in U.S. grocery stores, NAM said, and Mondelez is the first company to make use of it in the U.S. grocery market by leveraging the displays for its multi-brand 2015 soccer campaign, #PassTheLove.
The technology creates the illusion of a floating advertisement that consumers can see in the aisle. Mondelez International brands Ritz, Trident and Chips Ahoy are the official snacks of U.S. Soccer, and the company is using these interactive displays to reinforce the connection between snacks and soccer.
The Holographic Display for Mondelez will consist of a rotating, 3-D soccer ball that introduces consumers to the snack brands with the help of a superstar U.S. soccer athlete.
The technology represents a first for Mondelez in store, and the company sees it as a fit with the #PassTheLove campaign. The program is the company's largest multi-brand effort to date, grounded in engaging with consumers through interactive digital and social media activations. During June and July, the company is inviting consumers and fans to share a message of support for the U.S. Women's National Team at PassTheLove.com, which gathers submissions on a digital fan wall of support. Consumers can win instant prizes for participating.
"Our snack brands are leaders in finding creative ways to interact with consumers in real time through digital technologies, and we're excited to bring our #PassTheLove campaign to life in such an engaging way at retail during a time when the entire country is buzzing about the sport of soccer," said Stephen Chriss, senior director of North America consumer engagement and marketing services at Mondelez.
News America Marketing, New York, is a marketing partner of some of the world's most well-known brands. From its Sunday coupon insert, SmartSource Magazine, to its digital savings platforms, News America Marketing's SmartSource-branded advertising and promotion programs are part of America's shopping routine. It reaches millions of consumers each day through a network of more than 1,900 publications, nearly 57,000 retail stores and 500 online partner sites including its own SmartSource.com.
Northfield, Ill.-based Mondelez is a global snacking company with 2014 revenue of $34 billion. It is a world leader in biscuits, chocolate, gum, candy, coffee and powdered beverages, with billion-dollar brands such as Oreo, LU and Nabisco biscuits; Cadbury, Cadbury Dairy Milk and Milka chocolate; Trident gum; Jacobs coffee and Tang powdered beverages.
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