Kraft’s Oreo Brand Finds a Community of Hungry Digitalistas

Reporting from Advertising Week 2010 in New York, Warc's US editor, Geoffrey Precourt, covers Kraft's Oreo's digital strategy and its approach to building communities of fans.

Kraft’s Oreo Brand Finds a Community of Hungry Digitalistas

Geoffrey PrecourtWarc

As user-generated content and consumer engagement become recognized drivers of brand identity, there are some societal certainties that digital evidence can only support. For one:

People love Oreo’s.

Kraft Foods might take justifiable pride in its Chips Ahoy, its Ginger Snaps, or its Nutter Butter cookie products. But there is only one Oreo – “America’s Favorite Cookie” – whose Facebook Fans number well over 10.5 million (“putting it in the top-third of all Facebook brands,” according to Sarah Hofstetter, svp/emerging media and brand strategy, at digital agency 360i)....

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