Oreo‘s Advertising & Communications Strategy: Is it effective?
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April 2012
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Oreo‘s Advertising & Communications Strategy: Is it effective?
- 1. Oreo‘s Advertising & Communications Alex Ashton Strategy: Is it effective?
- 2. Oreo: An Overview •Cream biscuit sandwich •Nabisco division of Kraft Foods •100 years old this year •Available in over 100 countries •Diversified low priced product range Oreo’s 100th Birthday, Global Campaign, “Celebrate the Kid Inside”. Feb to Jun 2012.
- 3. Advertising & Communications The specific mix of advertising, sales promotion, public relations, personal selling and direct marketing tools that the company (Oreo) uses to persuasively communicate customer value and build customer relationships. Kotler et al, 2008.
- 5. Brand Narrative “the Oreo ‘twist, lick and dunk,’ the ritual that creates a simple, carefree moment and allows everyone to connect.” John Ghingo, Director for Global Biscuits, Kraft, 2012. *symbolic consumption, adding meaning to the brand*
- 6. “Successful Advertising appeals both to the head and to the heart, to reason and to emotions” Beatson 1986: 265
- 7. 2012 TV Advert Explanation to Daddy UK http://youtu.be/m0rKn7X7UWk
- 8. Oreo uses both an INVOLVEMENT ORIENTED (lifestyle resonance) & PERSUASIVE (sequential process) natured appeal within this campaign. Hall 1992, 4 frameworks for advertising.
- 9. Advertising Format, Applebaum & Halliburton 1993 • Children • Slice of life • Demonstration • Humour
- 10. Oreo do not rely upon mass media & the linear communications model stated by Schram 1955. They have moved further towards an interaction model, allowing 2 way communications with consumers through digital channels.
- 11. Let the customer do the advertising
- 13. IMC Model
- 14. X X ? IMC? X
- 15. Hierarchy of Effects Model Purchase – events, direct marketing Conviction – emotion based messages Preference – ‘milks favourite cookie’ Liking – Social media Knowledge –twist lick dunk Awareness – repetition of brand narrative
- 16. Personality, Perception & Interpretation “Expectations, needs, personality traits, past experiences, and attitudes toward the stimulus object all play an important role in determining consumer perceptions” Shrimp 2007 • Indian Advertisement http://youtu.be/YfFlaavmqSU
- 17. Global Communications • Global product, adapted communications • Local product, local communications • Social media – values/perceptions • Clear controlled messages
- 18. Advertising Evaluation • Market share • Adspend (ROI) • Reach • Brand prompted/day after recall (salience) • Feedback http://youtu.be/bpZzqZcwRO8
- 19. Any Questions?
Editor's Notes
- Symbolic Consumption, adding meaning to the act of consuming the goods.
- Low product involvement
- AIDA, Salience
- Push/pullcomms, entertainment, content,