Oreo is a popular sandwich cookie brand that was introduced in 1912 by Nabisco, an American food company. The name Oreo is believed to have been inspired by the French word “Or,” meaning gold, which was a popular color during the time of the cookie’s creation. Since its introduction, Oreo has become one of the best-selling cookie brands in the world, with sales in over 100 countries. It’s not just a cookie, it’s a brand that has become synonymous with quality, innovation, and fun. It has been successful in creating a strong emotional connection with its consumers by leveraging its iconic cookie, packaging, and marketing campaigns.
Over the years, Oreo has been successful in creating innovative marketing strategies that impact its target audience. Today, we will have a look at some of its greatest ad campaigns that brought it the reputation of being one of the most engaging brands on social media.
The Daily Twist Campaign
Oreo commemorated its centenary in 2012 with the “Daily Twist” Campaign, which involved creating cookie representations of current events and trending topics for 100 consecutive days. The campaign began on June 25th with a rainbow-filled cookie in honor of Gay Pride Month and continued with customized Oreos for events such as National Bullying Prevention, Shark Week, and the Mars Rover landing.
Oreo shared these images on various social media platforms, including Twitter, Facebook, Pinterest, and Tumblr, and as a result, saw a 110% increase in fan engagement per social media post. The “Daily Twist” campaign was a creative and effective way for the brand to celebrate its 100th anniversary and connect with its audience through timely and relevant content.
Oreo utilized data from the Royal Astronomical Society and TimeAndDate.com to create an unforgettable Oreo Eclipse experience that matched the exact movements of the solar eclipse visible over the United Kingdom in 2015. This real-time campaign involved projecting the eclipse display at various public locations in London and Edinburgh and lasted for approximately two hours.
The technical and creative execution of the campaign was impressive and proved to be a massive hit among the brand’s 20 million viewers. Additionally, the Oreo Eclipse boosted sales by 59% in the week following the event. Oreo’s innovative approach to this campaign left a lasting impression on its audience, with the brand reminding customers that they wouldn’t have to wait another 11 years for the next eclipse.
The rivalry between Nabisco and Hershey can be compared to that of the Montagues and Capulets, except that in this case, the only thing worth fighting over is the sweets they produce. This rivalry dates back to Nabisco’s entry into the chocolate industry, but a recent exchange on Twitter may have put an end to the feud.
It all began when a Twitter user named @Laura_ellenxx tweeted about her love for chocolate and followed both Kit Kat and Oreo’s accounts. Kit Kat noticed this and challenged Oreo to a game of Tic-Tac-Toe, using a Kit Kat “x” as their symbol. However, instead of continuing the game, Oreo retorted with a broken kitkat piece in the game mentioning “Sorry Kitkat, couldn’t resist” as an appreciation for the brand.
This exchange on Twitter may have put an end to the rivalry between Nabisco and Hershey, at least on social media. The gesture from Oreo was a great example of sportsmanship and showed that even rival companies can appreciate each other’s products.
You Can Still Dunk In The Dark
When the power outage occurred following Beyonce’s halftime performance during Super Bowl XLVII, Oreo capitalized on the opportunity and swiftly tweeted a simple but clever message, “You Can Still Dunk In The Dark”. This tweet garnered over 15,000 retweets and 20,000 Facebook likes within an hour. By responding to the event in real-time on social media, Oreo saved the $4 million it would have cost to air a commercial during the game. The tweet’s success not only helped Oreo dominate on social media during the Super Bowl, but it also earned the attention of major news outlets such as the Huffington Post and Forbes.
These were some of the instances that made Oreo one of the smartest brands when it comes to marketing. To read more stories of creative and innovative marketing strategies, join World Brand Affairs. We bring you case studies of brands and individuals from across the globe that inspire you.