Justin Parnell, senior director/Oreo at Mondelez International, discussed this subject at the Association of National Advertisers’ (ANA) 2019 Brand Masters Conference.
“We’ve really gone beyond these moments around the kitchen table with kids,” he said. (For more, read WARC’s in-depth report: Oreo taps seemingly endless love of playful, cultural brand connections.)
Elaborating on this theme, Parnell suggested that Oreo has an appeal covering various age ranges: “We now stand for much more. We’re not only a beloved brand among families – we’re a beloved brand across generations.”
One example Parnell raised is the slate of flavours extending from Strawberry Milkshake and Mississippi Mud Pie to Wasabi, Carrot Cake and Waffles & Syrup.
“We’ve captured the imaginations of our consumers with surprising new flavors," he said. "We’ve also expanded the Oreo brand to new occasions like the recent launch of a chocolate candy bar. Or, at the other end of the spectrum, Oreo Thins provide consumers with a lighter, more permissible Oreo experience.”
Another demonstration came through a partnership with rapper Wiz Khalifa on a spot that ran during the 2019 Grammys. “We wanted to go beyond just a nice film with a positive, strong story,” Parnell said.
“We wanted to be playful. For the first time ever, we launched an original Oreo song – a full Wiz Khalifa song” that carried a “Playful 4 Life” message to music enthusiasts and a crossover audience of cookie lovers.
An extension of this tuneful initiative came next with the $19.99 Oreo Music Box, a small turntable fitted out with a unique sensor designed to read Oreo cookies. On one side, the Wiz Khalifa song; on the other, an instrumental track. “Music is definitely a way of tapping into culture that we leverage,” Parnell said.
Partnerships also enable Oreo to remain culturally connected – be it with Disney, and its iconic Mickey Mouse character, or “Game of Thrones”, the fantasy series from HBO.
While these properties are extremely different, they each possess an engaged, passionate community of fans. “Because it’s a community all about social connections, that makes it relevant for Oreo,” said Parnell.
Sourced from WARC