These guidelines were created to help you navigate working with Mondelēz International Foodservice and to ensure the integrity of our brands and trademarks. To achieve a smoother approval process, we strongly encourage you to connect directly with the Foodservice team in advance of initiating creative work; however, you can refer to these guidelines when creating assets, cobranded products, recipes or programs featuring our brands.
For further information with respect to these guidelines, please contact us here.
Mondelēz International group (“MDLZ”) trademarks, logos, designs and trade dress are valuable assets. These guidelines (“Guidelines”) are intended for Licensees of the Mondelēz International group (“MDLZ”) that want to use our trademarks in connection with packaging, product, advertising and promotional materials, according to the rights granted to you by MDLZ in a trademark license agreement or letter of consent. However, if we provide you with trademark usage guidelines in your license agreement, please follow those guidelines instead.
By using our trademarks, you acknowledge that MDLZ is the sole owner of the trademarks and that you will not interfere with MDLZ rights in the trademarks, including registration anywhere in the world of such trademarks alone or with other elements. You also acknowledge that you will not misuse or cause reputational damage to our trademarks. The goodwill derived from using MDLZ trademarks exclusively inures to the benefit of and belongs to MDLZ, except for the limited right to use as expressly permitted under the license agreement or letter of consent. No other rights are granted by these Guidelines.
These guidelines may be changed at any time by Mondelēz International Foodservice at its sole discretion. Changes will be posted on this website.
General Advertising Guidelines
All communications should follow guidelines set forth in this page. Promotional and advertising material, whether printed, digital, radio, labels, packaging, etc. must be submitted for approval. Please allow 15 working days for material approvals.
Trademarks and Logos
Our trademark and logos should not be altered, cropped, obscured, distorted, color modified, touching other elements or modified in any way.
Proper Naming and Menu Mentions
We take great care to protect the integrity of our iconic brands. As such, incorporating our trademarks directly into new products or recipe names is prohibited. However, there are easy ways you can include our brand names to benefit from their power and recognition. Examples below.
Do: Amazing Shake made with OREO® Cookies; S’mores made with OREO® Cookies
Don’t: OREO-mazing, S’mOREO, OREOlicious.
Due to trademark law provisions, certain implications might be made as a result of menu branding. For example, a menu item by the name of OREO® Pie might be perceived as being made directly by the company that owns the OREO trademark, which it is not. For this reason, the name of the product using our trademark(s) must be approved by Mondelēz International Foodservice. Here are a few examples of what is and is not acceptable.
Menu Mention: Description
Our trademark(s) is properly represented in this case as it is listed in the ingredient description.
COOKIES & CREAM SHAKE
A smooth creamy old-fashioned ice cream shake with real OREO® Cookie Pieces mixed right in.*
*APPROVAL NOT REQUIRED IF USED AS PRESCRIBED HERE
Menu Mention: Recipe/Product Name
A trademark license or a letter of consent from Mondelēz International Foodservice is required in the following cases:
Uses our trademark(s) in the name of the menu offer “featuring” or “made with.”
COOKIES & CREAM SHAKE MADE WITH OREO® COOKIES
A smooth creamy old-fashioned ice cream shake with real OREO® Cookie Pieces mixed right in.
For items made back of house in restaurant where the product will be served, do not use our trademark(s) in such a way that it might imply that the menu item is made directly by our company.
OREO® COOKIE SHAKE
A smooth creamy old-fashioned ice cream shake with real OREO® Cookie Pieces mixed right in.
Items made in a separate location from where product will be served requires further quality inspection/audit review.
OREO® COOKIE ICE CREAM CAKE
A chocolate ice cream cake made with real OREO® Cookie Pieces mixed right in.
Menu Mention: Co-Branded Products
You may only use a flavor descriptor before the OREO name if using that specific OREO product.
Standards of Photography
Please follow these guidelines when photographing any products. To request more detailed foodservice photography guidelines, please contact Licensing@mdlz.com.
Embossed OREO full name needs to be legible on any broken cookie images
Serving sizes vary based on package type, so please refer to your packaging. However, consumer packages often follow these serving sizes:
When showing a product, the item should represent the amount of product that is actually used.
Unless specifically provided by Mondelēz International Foodservice.
Accurate Attributions
Attribution line copy should be included on any materials using the Mondelēz International Foodservice trademarks. The copy can be treated as legal copy on printed materials (no smaller than 5.5 pts), included in TV advertising, (final frame) and used in radio/audio (when :30 seconds or longer).
Adding in Multiple Brands:
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