Mondelēz International is one of the world’s largest snack manufacturers and distributors and makes some of the world’s favourite brands such as Cadbury Dairy Milk chocolates, Oreo biscuits and Halls candies. Its current consumer-centric approach to the market originated in 2009 in the Philippines. As I recall, those were tough times; family budgets were stretched thin. Our products weren’t even present in most sari-sari shops—the small neighbourhood convenience stores that met ordinary people’s everyday shopping needs. It seemed hardly ideal for my company, with its portfolio of leading international brands, to capture local hearts and pesos. We had to do something.