Big brands know: Adapt or die

Cheska Kramer with her kids at the Cheez Whiz Strength Builders Camp

When it comes to creating a strong brand presence, the key to success lies in two things: how businesses can quickly adapt to their consumers’ constantly evolving needs and how they commit to loving their consumers as much as their brand.

That’s according to Hanz Lao, brand manager of Cheez Whiz, which, over the past five decades, has achieved household name status here in the country.

“I believe that remaining relevant to the target market stems from how well brands remain attuned to the ever-changing truths in the lives of their consumers, and how fast brands act on these changes,” Lao says. “At Mondelez, one of the values we also commit to is to love our consumers as much as we love our brands, and the way to show our love is to deeply understand and answer the needs of our consumers.”

In the case of Cheez Whiz, Lao says parent company Mondelez always looks at how the brand can add value to the lives of its customers, who are mainly mothers and their children. Their latest campaign, “Start Strong,” is a testament to the brand’s commitment to being the ultimate partner of Filipino moms when it comes to providing the best nutrition for their kids.

“At Mondelez, we want to empower consumers with the right snacks made the right way,” Lao says. “We want to empower moms so they can provide their kids with the right food to give them strength not just to face their day, but also help them build a strong future.”

As part of the campaign, Cheez Whiz recently held a one-day Strength Builders Camp at SM Megamall, which engaged kids aged 6 and above in a series of physical activities designed to test their strength.

“Kids are engaged in so many activities these days, whether in school or outside during the summer season. It’s important that they are fueled with the right vitamins and nutrients so they can face challenges head on,” Lao says.

The camp was also Cheez Whiz’s way of encouraging active play, especially now that gadgets are so easily accessible to kids.

“I believe anything in moderation is okay,” Lao says. “Balanced screen time and active play can still lead to a child’s wholistic development.”