Oreo taps seemingly endless love of playful, cultural brand connections

Geoffrey Precourt

Oreo, the cookie brand owned by Mondelez International, has ensured its continuing relevance by mixing an emphasis on playfulness with a presence in popular culture.

Mondelez International’s Oreo is more than a cookie, more than a snackable brand. It’s an American icon – and its custodians fully expect to promote the delectable snack using a vast mix of consumer touchpoints.

Reports Justin Parnell, senior director/Oreo at Mondelez International, “We are creating culture to become a sustainable, long-term, growing brand that consumers adore and love.”

Justin Parnell, senior director/Oreo, Mondelez International

And the matrix of brand extensions over time has created a web that cuts deep into a variety of lifestyles and interests – as shown by an almost endless slate of Oreo flavors, from Strawberry...

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