Two Kids. Two Cultures. Oreo

Oreo, a biscuit brand, responded to the health-oriented snacking trend in Canada with this TV-led campaign.

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...

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