‘Did a robot come up with this?’: Mondelez’s ‘humaning’ marketing approach ridiculed

The buzzword is being mocked by journalists, PR pros and marketers on Twitter.

‘Did a robot come up with this?’: Mondelez’s ‘humaning’ marketing approach ridiculed

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:

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