Mondelēz International
How can behavioural science shape product and packaging innovation to better align with consumer needs and health priorities?
Private Organisation | Consumer Science | Designing Impactful Packaging and Products | Behavioural Science Training
Context
Mondelēz International is known for its iconic brands such as Oreo, Cadbury, Milka and Toblerone as well as its commitment to innovation. Within the company, the Global Consumer Science Innovation Hub plays a pivotal role in shaping how products and packaging are developed to meet evolving consumer needs and health priorities.
As part of its ambition to drive more consumer-centric, health-focused, and environmentally sustainable innovation, the team identified applying behavioural science as a key opportunity to generate meaningful impact: a way to deepen understanding of how people actually make decisions and translate this into better and healthier products and experiences.
With a global team of approximately 140 consumer scientists working across time zones, the organisation sought a training program that would be both accessible and impactful – building capabilities at scale while staying grounded in practical application.
Challenge
How can behavioural science shape product and packaging innovation to better align with consumer needs and occasions to support the company’s vision of healthy, mindful snacking choices and habits?
The challenge was to make behavioural science accessible and relevant to a diverse, international audience of consumer science professionals with different levels of knowledge about behavioural science and relevant concepts.
The training series needed to strike the right balance between theory and application, providing real-world relevance with scientific insights to reinforce the shift towards healthier habits and choices. It also had to accommodate different time zones and roles, while encouraging active contribution and collaboration.
Approach
We designed a tailored, three-part interactive remote training series rooted in Affective Advisory’s D.R.I.V.E.® framework. By blending behavioural science foundations with practical tools, engaging discussions, and real-world case studies, we made the program highly relevant to the everyday challenges of product and packaging innovation at Mondelēz.
Each session built on the previous one, progressively deepening participants' understanding and confidence in applying behavioural insights. Structured moments for reflection, ideation, and discussion encouraged participants to translate theory into practice.
In the breakout rooms that concluded each session, tailored worksheets guided smaller groups as they explored behavioural challenges and opportunities directly connected to their own projects.
Deliverables
We delivered a three-part interactive remote training series, with each 150-minute session offered twice to accommodate global time zones. Tailored for consumer scientists, the series focused on the application of behavioural science insights to support product and packaging innovation that aligns with consumer needs and health priorities. Guided by the D.R.I.V.E.® framework, the training provided a structured and engaging experience while providing a clear path from behavioural insights to business relevance, rooted in ethical, evidence-based practice.
Mondelēz has licensed the recordings of the training series to further scale its impact, enabling broader access across the organisation and advancing their learning and development goals.
To ensure the lasting integration of behavioural science into the company’s ways of working, we also supported the establishment of an internal Behavioural Science Library. The resources equip Mondelēz sites with carefully selected, highly relevant literature to deepen understanding, foster continuous learning, and strengthen behavioural science capabilities across the organisation.
Example: Design of tailored, session-specific worksheets to accompany each stage of the training series. The “cheat sheets” served as practical, interactive tools that helped participants apply new behavioural science concepts directly to their own projects.
Reference
"Affective Advisory brought behavioral science to life for our consumer science team in a way that was both rigorous and immediately applicable to our innovation challenges. Their collaborative approach created genuine engagement across our global team, sparking creative thinking about how we can better understand and serve consumer needs through smarter product and packaging design. The training has fundamentally shifted how we approach consumer insights, and we're excited to continue building these capabilities across Mondelēz.“
Johan Egger, Senior Director, Global Consumer Science, Mondelēz