Observed Signal · Jul 20, 2026 · Partnership · Source: Adweek · Impact: 2/5 · Sentiment: Positive
Retail Media / Loyalty Market: How Snack Brands Turn Sports Into Spending
At an ADWEEK House Sports Summit session co-hosted with Ibotta, executives from Mondelēz International and Ibotta described how live sports moments and in-store merchandising drive snacking purchases. Mondelēz used World Cup activations—celebrities, limited-edition packs and experiences—to boost in-store performance, while Ibotta overlays targeted coupons and promotions to close sales. Mondelēz recently launched SnackWorks Perks with Ibotta, a rewards program spanning Oreo, Chips Ahoy, Ritz and Sour Patch Kids, that uses Ibotta transactional data and audience insights to build loyalty, tailor offers and enable more precise marketing.
Illustrates how brands use first-party transactional data, rewards and retail activations to drive in-store sales and loyalty—relevant to retail media and loyalty strategies but not industry-shifting.
Wichtigste Kernpunkte & Evidenz
- Mondelēz International considers live sports a "critical moment of consumption" and used World Cup activations to drive in-store sales.
- Mondelēz launched SnackWorks Perks with Ibotta, a rewards program spanning brands such as Oreo, Chips Ahoy, Ritz and Sour Patch Kids.
- Ibotta provides transactional data and a Performance Network that Mondelēz uses to build unique audiences and tailor offers.
- Ibotta reports a significant uptick in overall engagement with promotions and uses targeted coupons to convert shoppers at point of purchase.
Verknüpfte Unternehmen
2 verknüpfte UnternehmenMondelēz International
Globaler Markenhersteller und Werbetreibender im Snack- und Süßwarensegment.
“During an ADWEEK House Sports Summit fireside chat co-hosted with Ibotta, Sara Wallace, head of brand marketing at Ibotta, sat down with Jus...”
Ibotta
Performance-Marketing- und Cashback-Prämiennetzwerk für den Omnichannel-Einzelhandel.
“This post was created in partnership with Ibotta....”
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