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...