Oreo is an untouchable part of the American brandscape. There’s no doubt that if innocent-looking Oreo ever had any competition, it would squash it.
How is this 102-year-old cookie such a powerhouse brand?
1. That emotional hook
“The [Oreo] brand is about keeping childhood innocence alive” – Lisa Mann, VP of Cookies at Mondelez International
The combination of a simple product with a simple feeling is the ultimate equation for a brand. Oreo’s unique position in consumer’s hearts owes much to its unfailing ability to evoke the innocent joy of childhood. Oreo capitalises on its sweetly sentimental heritage in grand style with heartfelt advertising campaigns that would seem saccharine in the hands of almost any other brand.
Watch a classic Oreo commercial
2. It’s always relevant
Despite celebrating it’s centenary in 2012, Oreo’s all about rolling with the times. An unfailingly engaging social media output and constant content creation for campaigns like Oreo Hacks and the Wonderfilled Artist Collaboration ensure that Oreo’s ability to surprise and delight is never far from the public eye. It also created a unique campaign combining the cutting edge worlds of social media and 3D printing by creating a custom cookie printing station at the 2014 SXSW festival in Texas (watch video).
3. It’s always ready
Oreo's marketing team and ad agency 360i have worked wonders to ensure that it's the most on-the-pulse confectionary brand in the world. When a temporary power outage plunged the 2013 Super Bowl at New Jersey's MetLife stadium into darkness, Oreo reacted with the much-documented tweet below. 16,000 retweets and countless case studies later, we’re still talking about it. Enough said.
4. It really knows how to celebrate
Oreo’s 100th birthday festivities in 2012 were a joy to behold. Its celebratory ‘Daily Twist’ campaign comprised of 100 simple yet striking Oreo cookies in the image of national holidays and exciting events from its century as a brand. Kicking off with the septuple stuffed rainbow ‘Pride’ cookie and continuing its trip through history with the ‘Mars Rover Landing’ and a homage to Elvis, the campaign translated seamlessly to both print and digital media.
Why is Oreo brave?
The celebrated cookie stands alone in its category. Lots of brands possess an impressive heritage that they are proud and rightly so. The difference is that Oreo stays up with the times instead of stalling in them. It's gained and maintained relevance with people of all ages by leveraging its childish side, not an easy niche to carve. When a brand stays as current, humorous and dynamic as Oreo, it's hard not to be impressed.
