Marketing often follows culture, but as Arpan Sur, CMO of the Sub-Saharan Africa Business Unit at Mondelez, argues, the real challenge is the opposite: great marketing must lead culture. It must shape behaviour, influence rituals and embed brands so naturally into people’s lives that they become part of the social fabric.
This is where heritage brands like Chappies and Cadbury have stood the test of time. With more choice, more noise and more competition for attention, long-established brands risk fading unless they stay culturally meaningful. As Arpan puts it, “Marketing is not just about following culture; it’s about leading it.” And for heritage brands, that requires intentionality, relevance and a clear role in people’s real lives.
We filmed this episode at the Effie Awards South Africa, where Arpan had recently completed another year on the jury. He describes the Effies as “one of the most stringent” award platforms because they reward work that “doesn’t just trend but actually moves consumers and business metrics.”
His mantra is that effective work must deliver a trifecta of consumer impact, business results and fame.
Conversation highlights:
- How Chappies became synonymous with bubble gum and why “Did You Know?” facts are “the oldest Google.”
- Why Cadbury feels local everywhere: “Every market believes Cadbury is from their country.”
- Why clarity in briefs matters: “One brief should only do one thing, maybe two.”
- The rising importance of “landing value” in an inflationary economy.
- How Mondelez builds rituals that integrate its products into cultural moments.
Watch the video below:
Thank you to the Effie Awards South Africa Team for the platform and access to the industry’s leading minds.
Created in collaboration with our production partners, Soweto Media.
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