Nabisco Holdings Corporation: Oreo … Unlock The Magic campaign
Chris John AmorosinoOverview
Oreo gained the kind of status achieved by only a handful of products. It was the most popular cookie in the world according to the 1985 Guinness Book of World Records, and its brand name was better known than its generic equivalent. Just as people asked for a Kleenex rather than a tissue, they asked for an Oreo rather than a chocolate sandwich cookie. The year the "Unlock the Magic" campaign ran, in 1991, Nabisco sold more than 9 billion Oreos, accounting for nearly 10...