Every marketer today is facing the same challenge: create messaging that stands out and captures the consumer’s attention—and ultimately their wallets. But the marketing organization at Mondelēz International has given itself an even bigger challenge—be fearless in its efforts. What does that mean? It still means standing out among a growing sea or fragmentation, but, as B. Bonin Bough, chief media and e-commerce officer at the company, explains, it means pushing boundaries and taking on more of a publisher role—one that involves media monetization. In fact, the company’s latest campaign involves a live skydiving stunt July 30 to promote its Stride gum brand.