Mastering Brand Evolution: How Iconic Brands Grow Winning New Consumers Without Losing Core Loyalty

Join us in this virtual masterclass delivered by Filipe Salsinha, Sales Director Retail Spain at Mondelēz International and professor in the Master in Marketing at IE University. He will explain some real business cases and projects dissccused in class such as Oreo's example.

Attendees will explore the strategic balance of recruiting new consumers through a bold product renovation without alienating loyal fans. The session breaks down Oreo campaign's progression from the mysterious "Goodbye Spain" tease to the full reveal of "The Tastiest OREO Ever Made". Using real-world brand and market evidence, we will analyze how marketing transforms insights into a synchronized system across product, PR, media, and retail choices. You will learn how to navigate real trade-offs and drive sustained brand value through connected storytelling.

Additionally, we will discuss other real-world projects completed throughout the master's program, and alumni will join the session to share their firsthand experiences and answer your questions.