Mondelēz International’s Latest Campaigns Dominate as the Most Effective in System 1 Testing


Agency News



We are delighted to see that our latest Mondelēz International campaigns for Ritz, Cadbury Dairy Milk and Dairylea have proven to be the three most effective campaigns that leading global marketing research and effectiveness company, System 1, has ever tested for these brands.

System 1, evaluated the three campaigns and found that they each achieved top percentile rankings for both short and long-term effectiveness, firmly establishing their impact on consumer perceptions and market share. Dairylea and Cadbury Dairy Milk secured an impressive 2nd and 3rd positions in their categories, for long-term effectiveness.

Andrew Tindall, at System 1 offered high praise for our advertising prowess. In his analysis, Andrew emphasised the exceptional “fluency” (correct brand linkage) achieved by these campaigns, saying: “The real art, Fluency is through the roof. No one's deluding themselves that holding the brand back is the key to building a story or emotions. Over 95% of people correctly recall the brand in each case. So many ads get this wrong.”

The accolades don’t stop there. Our Ritz campaign, ‘Ready when you aren’t’  received stellar ratings across all measures, further underscoring their effectiveness. 

  • Star Rating = 4.3 (Strong): This rating indicates the potential for long-term market share growth based on the creative effectiveness of the ads, as measured by viewers’ emotional responses.
  • Spike Rating = 1.58 (Exceptional): Demonstrating exceptional short-term sales potential, this rating derives from the strength of branding and the intensity of the emotional response evoked by the campaigns.
  • Fluency Rating = 99 (Exceptional): This metric measures the strength of branding in the ads, with fluency driven by the percentage of viewers correctly recognizing the brand by the end of the ad.
  • Speed of Branding = 90: This measure gauges the speed and accuracy of brand recognition, further highlighting the effectiveness of Mondelēz International’s campaigns. 
  • Emotional Intensity =1.55: A testament to the campaigns’ emotional impact, this rating quantifies the intensity of emotions experienced by viewers. 

Perhaps the most impressive statistic from the System 1 report is the fact that a staggering 99% of respondents correctly recognised the brands featured in these ads by the end of each advertisement. This level of brand recall is a testament to the campaigns’ effectiveness in leaving a lasting impression on viewers.

In addition to their exceptional ratings, Ritz’s Ready When You Aren’t campaign  also ranked in the top 25% of all campaigns in the Bakery Products category, further solidifying its impact and influence. 

Our commitment to creating effective and engaging advertising campaigns has not only captured the attention of consumers but has also set new standards in the advertising world. With Ritz, Cadbury Dairy Milk, and Dairylea leading the way, it's clear that it’s clear that the company’s dedication to excellence is yielding impressive results. 

Read more in the System 1 reports: Ritz. Ready when you aren't  Dairylea, Set them free with Dairylea and Cadbury Dairy Milk There's a Glass & a Half in Everyone