Mondelez International is getting an unintended reaction to its new global marketing strategy, with social media users taking umbrage with the term “humaning.”
The company, in a statement, defines humaning as “a unique, consumer-centric approach to marketing that creates real, human connections with purpose, moving Mondelez International beyond cautious, data-driven tactics and uncovering what unites us all.”
The company explained that it is no longer marketing to consumers, but creating connections with humans. It added that “humaning is when storytelling becomes storydoing.”
Mondelez also made a video all about it.
A company representative could not be immediately reached for comment about the strategy.
Mondelez’s press release has been making the rounds on social media and journalists, PR pros and marketers can’t quite believe their eyes.
Here are some of the reactions on Twitter:
INBOX: snack company makes my head hurt with pivot to... “humaning”? pic.twitter.com/7SyDurarSG— Sapna Maheshwari (@sapna) November 11, 2020
Humaning! Is this how humans speak? https://t.co/HXoxVFAcI5— David Brain (@DavidBrain) November 12, 2020
I hope Mondelez's brand guidelines has something in the appendix to help staff and agencies pronounce Humaning.— Anthony Dever (@anthonydever) November 12, 2020
This did the rounds after working hours yesterday, but in case you missed it then please take a moment to enjoy the worst, most egregious example of pointless, pseudo-intellectual brandwank I have ever seen in my life. I give you 'humaning', by @MDLZ: https://t.co/dc5xzAcx6r pic.twitter.com/JwCkMP8SuR— Matt Muir (@Matt_Muir) November 12, 2020
Imagine trying to present this to people with a straight face https://t.co/7vBOetSGa9— Lara O'Reilly (@larakiara) November 11, 2020
Seriously? “Humaning”?? We don’t need more corporate jargon, we need companies that can respond to our needs. Thanks anyway, Mondelez https://t.co/JIWlL4zrFo— Marina Strauss (@MarinaStrauss) November 11, 2020
#Humaning is the “live, laugh, love” of marketing.— Brandon ?? Shockley (@Shockley_MRX) November 12, 2020
9 out of 10 marketing teams think they are doing this when all they're actually doing is talking *at* ppl and throwing out words and graphics that say, "HUMANING!!! h u m a n i n g. we are a hu man ing brand" https://t.co/C1kCzN0aOs— batmanders ?? (@amandadomuracki) November 12, 2020
I like the pivot to "creating connections with humans" instead of "marketing to consumers," but ... the word "humaning"? Ummmm ... no. LOL https://t.co/XXs2514t8R— Martin Lieberman (@martinlieberman) November 11, 2020
Did... Did a robot come up with this? ?? https://t.co/0SOhUtqX1q— Ana Milicevic (@aexm) November 11, 2020
BREAKING: World Celebrating After Mondelez International Announces New Marketing Strategy Called "Humaning" pic.twitter.com/LOCcEZ4XLu— ADWEAK (@adweak) November 11, 2020