April 2012

1. Oreo‘s Advertising &
Communications
Alex Ashton Strategy: Is it effective?

2. Oreo: An Overview
•Cream biscuit sandwich
•Nabisco division of Kraft Foods
•100 years old this year
•Available in over 100 countries
•Diversified low priced product range
Oreo’s 100th Birthday, Global Campaign,
“Celebrate the Kid Inside”. Feb to Jun 2012.

3. Advertising & Communications
The specific mix of advertising, sales
promotion, public relations, personal
selling and direct marketing tools that
the company (Oreo) uses to
persuasively communicate customer
value and build customer relationships.
Kotler et al, 2008.

4. Communications Process Model
1948

5. Brand Narrative
“the Oreo ‘twist, lick and dunk,’ the ritual
that creates a simple, carefree moment
and allows everyone to connect.”
John Ghingo, Director for Global Biscuits, Kraft, 2012.
*symbolic consumption, adding meaning to the brand*

6. “Successful Advertising appeals both to the
head and to the heart, to reason and to
emotions” Beatson 1986: 265

7. 2012 TV Advert
Explanation to Daddy
UK
http://youtu.be/m0rKn7X7UWk

8. Oreo uses both an INVOLVEMENT
ORIENTED (lifestyle resonance) &
PERSUASIVE (sequential process)
natured appeal within this campaign.
Hall 1992, 4 frameworks for advertising.

9. Advertising Format, Applebaum &
Halliburton 1993
• Children
• Slice of life
• Demonstration
• Humour

10. Oreo do not rely upon mass media & the
linear communications model stated by
Schram 1955. They have moved further
towards an interaction model, allowing 2
way communications with consumers
through digital channels.

11. Let the
customer do
the advertising

13. IMC Model

14. X X ?
IMC?
X

15. Hierarchy of Effects Model
Purchase – events, direct marketing
Conviction – emotion based messages
Preference – ‘milks favourite cookie’
Liking – Social media
Knowledge –twist lick dunk
Awareness – repetition of brand narrative

16. Personality, Perception & Interpretation
“Expectations, needs, personality traits,
past experiences, and attitudes toward the
stimulus object all play an important role
in determining consumer perceptions”
Shrimp 2007
• Indian Advertisement
http://youtu.be/YfFlaavmqSU

17. Global Communications
• Global product, adapted communications
• Local product, local communications
• Social media – values/perceptions
• Clear controlled messages

18. Advertising Evaluation
• Market share
• Adspend (ROI)
• Reach
• Brand prompted/day after recall (salience)
• Feedback http://youtu.be/bpZzqZcwRO8

19. Any Questions?