OREO: Play with OREO

This case study describes how Oreo, a sandwich cookie from the United States, orchestrated a global integrated marketing campaign with regional variations, drove record-breaking cookie sales and built equity for the brand.

OREO: Play with OREO

Agency: The Martin Agency

Objectives

The Backdrop

A novel first for the cookie known for its novel sandwich form

For more than 100 years, the OREO brand has twisted, licked and dunked itself into the hearts and minds of millions of people all over the world in a number of different ways. But it had yet to rally its entire global organization around a single sales initiative, one that could travel regardless of country or culture.

As 2015 approached, the need for such a program was clear on three fronts.

  1. A history of success.OREO...

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