How Oreo Took its Wonderfilled Campaign to China
Low Lai Chow
As the world's favourite cookie, Oreo, which has just celebrated its 103rd birthday in the US, may have the lion's share of the cookie pie, but it continues to have its challenges.
"It's a little cookie with a big ambition," according to Dr Elaine Rodrigo, global director of consumer insights and strategy in the biscuits category for Mondelez International. "Really now, it's not about being the world's biggest cookie, but how to become one of the world's most iconic brands," she told the Asian Marketing Effectiveness &...