A simple rule of outdoor sports has relevance for marketers as well: If you want to catch fish, you go where the fish are.
For Mondelez International – the confectionery, food, and beverage enterprise based in Deerfield, Illinois – that adage found an immediate application when its Swedish Fish brand of gummy candies partnered with Allionce Group, a marketing agency in Boston that connects products and services with zoos and aquariums.
“With over 180 million annual visits to more than 200 zoos and aquariums across the country, this market offers...