Will Social Media Swag Boost belVita Breakfast Biscuits?

Mondelez and Droga5 launch Twitter campaign with free giveaways

Mondelez and creative shop Droga5 are launching a Twitter campaign today for belVita breakfast biscuits called “Morning Win Swag Shop.” The goal is to gain a foothold in the quick-breakfast market—a space dominated by snack and cereal bars that are made by Kellogg’s and Quaker Oats. But analysts question whether a short-lived social media blitz will move the biscuit brand (which first launched in Europe before its U.S. debut two years ago) off store shelves.

@laurenjohnson lauren.johnson@adweek.com Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.