Liuwa Estefanía Robledo Apango

For 12 years, I have been listening to consumer needs not only in Mexico but also across Latin America, spanning various categories such as chewing gum, breath mints, cookies, and chocolates. Over time, the challenge has always been to seek and innovate in new ways to connect with our consumers. In recent years, at Mondelez Snacking Mexico, we have been particularly focused on understanding Generation Z (among others), to learn about their interests, tensions, and concerns, which have been successfully transformed into relevant messages within our campaigns, such as the Trident WTF campaign, which has been warmly embraced by this generation.