THE STORY:

Last month, my niece turned 6, so I asked her what’s her favourite flavour in cake? And she replied, I like everything Oreo. 

Oreo cake, oreo milkshakes, oreo flavoured ice-cream.

There it was. I realised that I need to write to you about the company that is constantly catching wildfire due to it’s marketing. 

For years, Oreo was America’s most loved cookie, and today it’s more than that, it is a flavour, it is an ingredient, and above all it is a BRAND. 

THE STRATEGY:

Oreo has been ruling hearts. From running interactive campaigns, and created user generated content Oreo did a pretty good job at keeping their audience hooked.

This one time …

They invited selected fans to the Oreo’s ‘DISCOVER YOUR FLAVOUR’ campaign which turned them from customers to creators overnight. It played huge role in popularising recipes like cookies, cakes, shakes, brownies and so on for Oreo, that we now see widely selling even across your pan waale bhaiya.

The next big thing was collaborating with influencers, which not did create publicity but spread a global message. The commercial perfectly targeted different demographics and interests, from Michelin Starred chef to Tik Tok influencers, you name it and Oreo had them on screen.

Remember the crossover between LadyGagaXOreo, a limited edition pink coloured cookies that came with a message, “Spread musical message of kindess” which was super iconic. Another one was the special cookie edition with purple cream inspired by BTS, that hit fans huge worldwide. 

In China, Oreo launched two flavours: HOT CHICKEN WING anf WASABI. It was just like a wow! An idea so out of the box that dunked hearts not only in China, but globally. Moreover, the packaging of Oreo is tempting. During Diwali and other special occasions, the festive packaging makes people all the more tempted to buy it.

Instead of creating a lot of products, oreo keeps on innovating and improving on the same product.

Oreo doesn’t sell biscuits, it sell nostalgia, joy and memories. Remember the father-daughter advertisement of dunking the cookie in the milk? 30 year old me was tempted to re-create that with my father. 

Takeaways for your Strategy?

• Let audience advocate your content & reward them for it (ex- travel agencies getting travel content from their clients, travel enthusiasts, etc.)

• Cross industry/ product collaboration that spreads a common message (example - fun = travel & food industry collab)

• Create same product in diversified packaging (new age a/b testing method)

• Never sell a product. Sell a feeling. Your marketing campaigns needs to showcase feelings via story or characters, not the product.

One of my most favourite ad films from TWT ⬇️

(TWT, start paying me already)

Facts About Marketing Muse

• MM is an intellectual property by Blanq, a marketing agency.

• BlanqHQ also has a podcast - Copycats (listen on Spotify).

• Blanq Academy is a blanq subsidiary for students in creative industry.

• Our first ever eBook for Graphic Designers is here.

Stay tuned for further series of case studies!

Until then, let’s chat on LinkedIn