- Regardless of altering client preferences, Oreo stays related by introducing new flavors and variations and tapping into tradition, mentioned the model’s senior director, Justin Parnell.
- Oreo’s positioning is all about being playful and inclusive, mentioned Parnell, talking at ANA’s Model Masters Convention.
- The model additionally engages in experiments and tie-ins, akin to its co-branding with Google’s Android or upcoming limited-edition “Recreation of Thrones” packages.
Regardless of quickly altering client preferences, Oreo has stayed related by tapping into innovation, tradition, and playfulness, its senior director Justin Parnell mentioned on the Affiliation of Nationwide Advertisers’ Model Masters Convention on Wednesday.
“It is about elevating Oreo from being a cookie that you simply play with to being a model that you simply interact with,” mentioned Parnell. “[A brand] that is attention-grabbing and playful, in and of itself.”
Oreo has a model goal, and tries to stay it each step of the best way
Oreo has all the time related itself with playfuness. Its newest international advert marketing campaign was “Keep Playful,” and one of many spots options musician Wiz Khalifa and his 5-year-old son, Sebastian, and exhibits how on a regular basis life will get in the best way of getting enjoyable, underscoring the significance of taking time to be playful with each other. The advert is about to a track that Khalifa particularly composed for it.
The spot was well-received, Parnell mentioned. He did not share specifics, however pointed to a tweet by musician P. Diddy praising the advert.
Simply wished to salute @Oreo for getting the narrative proper and displaying the love between black fathers and their sons. It’s so necessary and wanted on the earth! Shout out to @wizkhalifa and his son Sebastian. 🖤 pic.twitter.com/yZY2QfyV9M— Diddy (@Diddy) February 12, 2019
Oreo additionally would not shrink back from addressing cultural touchpoints, mentioned Parnell, citing its campaigns supporting homosexual pleasure and the LGBTQ neighborhood beginning again in 2012.
It additionally tries to push the envelope with enjoyable experiments and partnerships
Oreo’s “dunk at midnight” tweet in 2013 was one of many best-known Tremendous Bowl social media stunts, and it continues to do playful and quirky campaigns.
For the Wiz Khalifa marketing campaign above, as an illustration, Oreo created the “Oreo Music Field,” a mini turntable designed to solely learn Oreo cookies, enjoying the track Khalifa composed for the spot. And on “Nationwide Left Handers’ Day” final 12 months, Oreo created particular left-handed bins.
Oreo collaborates with different manufacturers on particular version packages, too, akin to Disney for Mickey Mouse’s 90th birthday celebrations, Google for Android Oreo or HBO for extremely anticipated remaining season “Recreation Of Thrones.”
And it continues to innovate
Lastly, Oreo retains innovating with a gradual stream of latest flavors and variations, from Swedish Fish and root beer float flavors to Oreo Thins and The Most Stuf Oreos.
Such variations seize the imaginations of shoppers and shock them, serving to enhance the model, mentioned Parnell.
“Flavors have been one of many greatest brand-builders for us during the last 5 years,” he mentioned.
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