Mondelēz x Monoprix: giving the Harmony program a presence
Connecting the product, the origin of the wheat and the brand message at the moment the public discovers them.
The client
The engagement concerned Mondelēz and a collaboration with Monoprix around the Harmony program. It focused on showcasing a consumer goods range and its link with French wheat.
The challenge
The co-branding challenge was to hold together the product, the program and the two brands. The message had to stay understandable in the context of an in-store discovery.
What we delivered
Our team contributed to co-branding consulting for Mondelēz with Monoprix, around the range concerned and the Harmony program. The work connects the brand’s positioning to its presentation within the retailer’s environment.
How we worked
The work approached the collaboration from the message the public needed to remember. The origin of the wheat, the Harmony program and the retail context give the brand campaign shared material.
What changed
The engagement roots the co-branding in something concrete: connecting the product on the shelf to a sourcing story consumers can understand. It gives structure to promoting the program with the retailer.
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