Creative Brief
Description/About
Oreo is a brand of creme-filled sandwich cookie consisting of two wafers with a sweet crème filling. It was introduced by Nabisco on March 6, 1912, and through a series of corporate acquisitions, mergers and splits both Nabisco and the Oreo brand have been owned by Mondelez International since 2012.
Produced by: Mondelez International; Nabisco; Cadbury; Continental Biscuits Limited
Tagline: "Wonderfilled"; "Milk's favorite cookie"; "Only Oreo"
Location
Worldwide
Mission Statement
The mission of Cadbury’s Oreo is the following: “Every day, we are inspired to go the extra mile to lead the future of snacking around the world. We do this by offering the right snack, for the right moment, made the right way.” The Company proves the trustworthiness of its mission statement in its marketing strategy.
Position Strategy
As there are a great number of posts on Oreo’s official account on Instagram with typical comments, it leads us to think that people enjoy the cookies with full enthusiasm and satisfaction. They eagerly wait for the company to introduce something new in terms of delightful taste, as they also have their favourite choice of biscuits. They seek for fun, gratification, refreshment, newness, challenges, etc.
Desire: to live and feel every moment with full enjoyment and curiosity
Goal: to have a memorable time and lighten up the world
Strategy: play, deal with works of your excitement fields, make jokes, and stay positive
Parent Company: Cadbury’s
Category: Biscuits
Sector: Food and Beverages
STP Concept:
Segment: Quality conscious and adults
Target Group: Children and Youth
Position: The biscuit with goodness in milk
SWOT Analysis
Strengths
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Oreo owns a variety of types of packaging, size, flavor, color, etc.
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No. 1 one brand in the cookie market in the world.
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A balance in low cost and quality.
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Authority of Oreo in social media.
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The Company applies widespread distribution means.
Weakness
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Not all the product types are accessible enough and affordable.
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There are variations of Oreo goods that are seasonal.
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Oreo cookies are not the healthiest option.
Opportunities
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Launching a new variety of flavors.
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New commercials.
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Attracting the attention of children.
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Tying up with other popular brands.
Threats
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Unhealthy ingredients.
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Strong Competitors
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Lack of recognition in certain locations
Unique Selling Proposition (USP)
World's largest selling Biscuits, World's number 1 biscuit
Competitors
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Britannia Bourbon
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ITC Sunfeast Sandwich Biscuits
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Parle Hide n Seek
Problem Statement
Not many Oreo lovers have noticed the other flavours of Oreo. Oreo has been always recognized for its origin flavour only.
Advertising Objective
To ensure that Oreo has better promotional strategies to bring out the other flavourful Oreo flavours to its very own Oreo lovers.
Consumer Insights
People who are willing to try new stuff like Oreo variety of flavours that are unheard of in Malaysia
Solution
Better marketing strategy
Support
To advertise at local stores like the Malls or Marts
Tone and Manner
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Flavourful
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Convenience
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Varieties
Big Idea
To demonstrate how Oreo has a variety of flavours as well as different colours, making it into a world of colours. As a result, the Oreo commercials would feature the classic Oreo as the main subject, with the various flavours focusing on their limited editions as secondary subjects.
Advertising Mediums
The goal of our campaign is to show how Oreo comes in a range of flavours and colours, transforming it into a colourful universe. As a result, Oreo advertising would focus on the basic Oreo as the main theme, with the different flavours concentrating on their limited editions as secondary subjects.
The vending machine concept is also a big idea, implying that you can "Pick Your Oreo" in a vending machine-like fashion.
Digital Billboard Ad
This Oreo digital billboard will be placed near highways to promote varieties of Oreo Flavours in a short period of time
YouTube Ad
Oreo's soundtrack is featured in this YouTube advertisement, which has a jazz atmosphere. It also demonstrates how incredible it is when Oreo is transformed into a range of flavoured coloured Oreos rather than just one flavoured Oreo.
Instagram Feed Ad
Inside this Instagram feed, there are three postings. A video instagram ad, 9 types of flavoured Oreo, and a vending machine themed post would be able to capture the audience with the three various forms of combo theme.
Instagram Reels Ad
This commercial ad shows the viewer one of the several Oreo flavours, with "Red Velvet" being used as a sample. Also, Red Velvet Oreos are currently one of the most popular flavours in Malaysia.
Escalator Ad
