From Chappies to Cadbury: How Mondelez Builds Heritage Brands That Lead Culture
How do heritage brands stay relevant in a world full of choice? At the Effie Awards South Africa, we sat down with Arpan Sur, CMO of the Sub-Saharan Africa Business Unit at Mondelez, to discuss marketing effectiveness, cultural leadership, and what makes brands like Chappies and Cadbury endure.
Arpan shares why “marketing should lead culture”, how brands build rituals, and why effective work must deliver his “trifecta” of consumer impact, business outcomes, and fame. As an Effie Awards South Africa juror, he explains the rigorous judging process and what trends stood out this year…
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