Two Kids. Two Cultures. Oreo

DraftFCB

Section I — Basic information

Business Results Period (Consecutive Months): April 2011 – December 2011

Start of Advertising/Communication Effort: April 18th, 2011

Base Period as a Benchmark: April 2010 to December 2010

Section II — Situation analysis

a) Overall Assessment

For 100 years, Oreo has been a beloved brand with strong consumer engagement. With deep brand roots in family, connecting and sharing, Oreo consistently had been one of the top selling cookies in Canada. However by 2010, with increasing competitive pressures, evolving food values, aging boomers leaving the franchise and slow adoption in new Canadian/multicultural households, this cookie's baseline business was under pressure.

The time of Oreo as the Canadian family's "old faithful" treat was waning. Canadians' eating habits were shifting towards health-oriented snacking and label-checking, calorie-counting attitudes relegated Oreo to a "once in a while" indulgence. The continuous launches of novelty treats added greater competition in this smaller "indulgence" occasion. Since 2007, Oreo has been seeing baseline declines, despite strong brand measures and competitive spending support.