By Furqan Farukh

According to Synchronize Media, in the month of February 2015, Mondelez Pakistan spent 45 Million Rupees on outdoor advertising.


It was the top spender in its category with 73% spent, followed by Gul Ahmed and Pepsi with a spent of 38 Million and 39 Million respectively.

So a company most of us are not familiar with, is the top client for OOH advertising industry in Pakistan? Sounds kind of weird doesn’t it? Well, not really! You see, some companies like Nestle who have established a strong image and reputation as a corporate brand, employ something called corporate brand promotion.

They advertise the corporate brand name alongside their brands, for instance Nestle Nescafe, Nestle Everyday, Nestle Pure Life, Nestle Milk Pack and Nestle Bunyad. This strategy has proved to be very successful for Nestle.

A few corporations however follow an approach called product branding. They keep a low profile and let their products define and position themselves as individual brands creating their own credibility in the market. Mondelez Pakistan, previously known as Kraft Foods Pakistan or Cadbury Pakistan Limited operating in Pakistan since 1993 (as a wholly owned subsidiary of Mondelez International), is a fine example of a corporation that follow product branding.

Mondelez, the parent company of Continental Biscuits bought Tang from Clover in 2012.

With manufacturing facilities in Baluchistan and a distribution network that spreads throughout Pakistan, Mondelez plans to aggressively expand in the country it believes to be among the top 10 growth markets in the world.

We might not have been familiar with Mondelez but we all know and love its brands. Some such brands include LU, Cadbury Eclairs, Cadbury Dairy Milk, Toblerone, Bakeri, Prince, Oreo and Tang.