#E164 – Powered by Joy: How Cloetta Builds Brands for Anyone, Anytime, Anywhere

PODCAST25 min | Season 10 | Episode E164

Cloetta is the Northern Europe’s leading confectionery company.

Behind the colorful shelves and iconic classics lies one of the most complex challenges in FMCG: building brands for anyone, anytime, anywhere.

In this episode, we sit down with Thomas Biesterfeldt, Global CMO at Cloetta, to explore what it really means to market a category with almost 100% penetration, where reach, emotion, and real-life occasions all collide.

Tune in to learn

25 min | Season 10 | Episode E164

How Cloetta thinks about reach, working media and Marketing NET in a world where attention is fragmenting

The role of creators in connecting products to moments, from everyday treats to seasonal and cultural occasions

The thinking behind Powered by Joy and the surprising insights from Cloetta’s Joy Report

Brands putting these insights into practice

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