Mondelez

Marketing spend by year

Bars: advertising and marketing expense, $B (10-K).

What they told investors

“We are significantly stepping up investment in working media and our brands.”Megan Christine Alexander · 2026 Q1 · transcript

“We believe that we have to continue to invest in our brands.”Chris Carey · 2025 Q4 · transcript

“We said many times that we didn't touch the working media line, but we touched the nonworking media predominantly.”management · 2025 Q4 · transcript

“The virtuous model of this company is continuous investments in our brands, in our franchises, and execution at point of sales and activation at point of sales.”management · 2025 Q3 · transcript

“And we firmly believe that the virtual cycle that has delivered great results for us will have to be put back in place in 2026, particularly as there is cocoa coming down and there is a cost favorability due to that.”management · 2025 Q3 · transcript

“If you look at the amount of working media we had put into the system in the last few years, it is quite meaningful.”Luca Zaramella · 2025 Q3 · transcript

What the 10-K says about marketing

• investing in brand “xpand within and to new geographies and new distribution platforms such as digital commerce, and evolve our portfolio with new product offerings that meet consumer needs and expectations. We seek to strengthen our brands through investments in our product quality, product…” 10-K, Feb 4, 2026

Say vs do

Say brand/flat. In 49 statements from its leaders in interviews, 7 argued for investing in brand and 0 for cutting; the filed spend went flat.

In the news

• How Mondelēz keeps Mallomars a ‘cultural icon’ after 113 years Food Dive · Sep 28, 2026 · brand strategy
• Cadbury Dairy Milk celebrates the everyday heroes of sharing in new Mzansi campaign womanandhomemagazine.co.za · Sep 28, 2026 · campaign
• Asembl brings Magnum and Baileys together for collab launch Mediaweek · Sep 27, 2026 · campaign

Peers