Powered by Joy: How Cloetta Builds Brands for Anyone, Anytime, Anywhere
Update: 2025-11-26
Description
Cloetta may be Northern Europe’s leading confectionery company, but 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:
- 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
An inside look at how one of Europe’s most beloved FMCG companies blends scale, emotion and cultural relevance in a category that never sits still.
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