Pride & Joy increased association of the four brands with the Olympics by 600% in lieu of Mondelez' first year with the Olympics.

Versus the categorical gum decline, the campaign increased Dentyne gum +20%. Additionally, this also increased consumption share of mature brands by 14% (Oreo, Ritz & Cadbury).

Over the 17-day event, 400 pieces of content celebrated Canada’s success at the games and reached over 70% of the country.

Brand awareness TRIPLED for the established brands of Oreo, Ritz, Dentyne and Cadbury.

And most importantly, sales for the four beat their goals by 30%.

Mondelez allowed us to move away from traditional industry accepted on-air exposure to heighten the impact of the real time content. It was a simple, fun, memorable campaign executed smartly with a message that our audience loved to embrace.

- Chris Irwin, Executive Producer, CBC

We made TV behave like social media. We threw out the rules. We created instant, branded cultural reactions that united Canadians. If you could not share the moment with others, you could share it with Mondelez.

For example after Patrick Chan men’s figure skating program, Mondelez’s Pride & Joy mascot asked all of Canada to start rooting for the win. Immediately after the medal ceremony, Pride & Joy were back out waving the flag, for Cadbury Dairy Milk.

In total, we created 60 pieces of TV that celebrated Canada’s Olympic success and started conversation, each time immediately after the event and before any other commercial messaging.

And social media helped connect everyone to the moment, through 300 instantly customized brand tweets and images. Also through instant event notifications and medal celebrations on our branded app.

This is the story of an entire country rediscovering its national pride, through the joy of shared success. All under the banner of Mondelez and its brands.

Vancouver Canada in 2010 was the home of the winter Olympics. The country would come to a standstill as their heroes took center stage.

But 2014 was in Sochi and moments shared Canadian pride and joy would be harder to come by with the 9-hour time difference. Most would be working and checking results on apps or social sites instead of crowding around TV’s.

This would be the first Winter Olympics Canada would celebrate across the spectrum of media. We needed to bring this community called Canada and their pride and joy together under one banner.

Social media’s success in uniting communities is understood, but it could not achieve the scale we needed. We needed to pull TV out of the dark ages.