KATRINA OPEDA

CHARLOTTE ALLEN
TRAVIS BARKER
JAY VALLE
ELLY MROZEK

01 BRAND HISTORY
02 TIME LINE
03 MISSION, GOALS & STRUCTURE
04 OBJECTIVES & STRATEGY
05 FINANCIAL DETAILS
08 PAST IMC/ADVERTISING/COPY
10 BRAND COPY
11 CURRENT IMC/ADVERTISING
13 SALES & PROMOTIONS
14 COMPETITORS
15 TARGET DEMOGRAPHICS
18 CONCLUSION
19 CREATIVE BRIEF
20 SOURCES

BRAND HISTORY
IN 1912
the National Biscuit Company, now known as Nabisco, created the famous Oreo cookie. The
cookie was inspired by the Hydrox cookie which looks like an Oreo with a less sweet filling and a
crunchier cookie. The original factory was located in Chelsea, Manhattan between 15th and 16th
Streets on Ninth Avenue which is now known as Oreo Way.
When Oreo was first invented it was called an Oreo Biscuit. The name was changed two more
times before it was finally named Oreo Chocolate Cookie Sandwich. However, most people just
call it Oreo. The origin of the name isnt known for sure but some believe that it was derived
from the French word Or meaning gold. Others thought that it was a way to mix the words
chocolate and cream by taking the os from chocolate and the re from cream thus making
o-re-o.
The first Oreo was sold on March 6, 1912 in Hoboken, New Jersey. The original Oreo design had
a wreath around the cookies with Oreo in the middle of it. They were sold for 25 cents per
pound in tin cans. The design was slightly altered twice. The current design has been around
since 1952.
The modern Oreo cream filling was created by Sam Porcello, a scientist at Nabisco, who
was often known as Mr. Oreo. Due to health concerns, in the early 1990s
Nabisco replace the lard in the filling with partially hydrogenated
vegetable oil. In 2006 the company switched to
non-hydrogenated vegetable oil to rid the cookies
of trans fat.
In 1974 Oreo introduced the Double Stuf
Oreo. Since then, Oreo has offered several
variations of flavors whether they are
seasonal, limited edition or always
available. The company went
international in 1996 when they
launched in China.

TIME LINE
1912

Oreo patented

1912

First Oreo sold in Hoboken, New Jersey

1920

Lemon-filled Oreo cookies briefly available

1921

Name changed to Oreo Sandwich

1948

Name changed to Oreo Creme Sandwich

1950

Nabisco moves to a larger factory for Oreo production

1958

Oreo pattern changed

1974
Introduction of the Double Stuf flavored Oreo
which led to long list of alternative Oreo flavors

1993

Oreo inventor, Sam Porcello, retires

2006
Oreo replaces trans-fat with
non-hydrogenated vegetable oil

PAGE 2

MISSION, GOALS & STRUCTURE

Mondelez International is a global
snack-food powerhouse.
Mondelez International Inc. is a global

has had behemoth success, it also believes

snack-food powerhouse and its main

in the small things, and maybe that's why it

objective is to stay atop the industry

has achieved something big.

worldwide. If the Oreo producer had its way

it would become snack-food for the world.

Mondelez tries to have responsiveness to its

For instance, if it were part of the Academy

customers, creativity in their company, and

Awards, Mondelez wouldnt want to win an

the agility to adapt to demands just as a

Oscar but rather be the Academy Awards. It

small company or new start-up. Its mission

would not want to make a Hollywood

and desire with the Oreo brand, as well as

blockbuster, it would want to own

the entire company with all its product

Hollywood. It would not want to be idols or

categories (biscuits, chocolate, gum &

have brands like LeBron James or Taylor

candy, beverages, and cheese & grocery) is,

Swift, but would try to own their respective

to create delicious moments of joy in

industries entirely. In essence it would want

everything we do. Manufacturing and

to become the snack-food industry for the

marketing scrumptious foods and beverages

world, but for now it will try to maintain its

around the world is how it does just that.

top spot over the competition.

Oreo is just one brand of many which

Mondelez produces that tries to bring joy to

Mondelezs goal of remaining the top global

customers.

snack food producer already seems to be

achieved. This international goody producer

Oreo, as a brand owned by Mondelez

is the one in charge of Oreo, one of the

International Inc., has the same goals as its

most popular and most sold cookies in the

parent company, to bring moments of joy to

world. Even though Oreos mother company

the world through its snack products. Its

other objectives and strategies are one in
the same with Mondelez as well.

PAGE 3

OBJECTIVES
Continue to be one of the worlds largest snack companies
Create delicious moments of joy by sharing the worlds favorite brands
Deliver top-tier financial performance
Be a great place to work

STRATEGIES
Unleash the Power of Our People
Transform Snacking
Revolutionize Selling
Drive Efficiency to Fuel Growth
Protect the Well-Being of Our Planet

PAGE 4

FINANCIAL DETAILS
PROFIT RATIOS
Profit % of Revenues

6%

Profit % of Assets

3%

Profits as % of Stockholder Equity

7%

SALES BY CATEGORY

39%
10%
6%

15%
31%

39%

Biscuits

31%

Chocolate

15%

Gum & Candy

6%

Beverages

10%

Cheese & Grocery

SALES BY GEOGRAPHY

35%

Europe 35%
North America 23%

15%

Latin America 17%

Asia Pacific 15%
EEMMEA 10%

PAGE 5

10%

23%
17%

FINANCIAL DETAILS
Cookies - US - September 2015
Manufacturer Sales of Cookies
52 weeks ending
June 15, 2014

Market Share

52 weeks ending
June 14, 2015

Market Share

Sales Change
2014 - 2015

Share change

$ Million

$ Million

% point

2,839.3

40.0

2,870.9

39.9

1.1

-0.1

Kellogg Co.

747.5

10.5

679.0

9.4

-9.2

-1.1

McKee Food Corporation

478.9

6.7

490.7

6.8

2.5

0.1

Campbell Soup Co.

351.0

4.9

362.8

5.0

3.4

0.1

ConAgra Foods Inc.

202.7

2.9

193.4

2.7

-4.6

-0.2

Snyders-Lance Inc.

131.9

1.9

132.5

1.8

0.5

Subtotal

4,751.3

66.9

4,729.4

65.7

-0.5

-1.2

Private Label

1,030.1

14.5

1,067.1

14.8

3.6

0.3

Others

1,319.7

18.6

1,399.3

19.4

6.0

0.9

Company

Mondelez International Inc.

Note: Data may not equal totals due to rounding. The above figures are based on MULO sales data from Information
Resources INC., InfoScan Reviews.MULO is defined as Multi Outlet, representative of the following channels: total US
Grocery, Mass, Total US Drug, Total Walmart, Dollar, Military, and Club.

KEY FINANCIALS

$ Millions

% Change

Revenues ($M)

34244

-3%

Profits ($M)

2184

-44%

Total Stockholder Equity

27750

Employees

104000

Market Value (as of March 31, 2015)

59181

PAGE 6

FINANCIAL DETAILS
MONDELEZ INTERNATIONAL

decrease ($8,356,000) and last year sales took

a very slight uptick again ($8,372,000).

Mondelez currently brings in $30 billion or

Standard cookie sales may plateau because of

more each year with all its brands, including

segments lack of innovation, but healthier

Oreo. Each brand earns roughly $100 million

options may continue to increase significantly

or more. The companys structure and

within the next five years.

ownership of multiple brands is its main

strength. The brands include a large variety of

MONDELEZ AND OREO

snacks: cookies, gum & candy, chocolate,

beverages (recently it introduced coffee), and

Mondelez International is still the king of the

cheese & grocery.

cookie sales (standard cookie category) with a

whopping one-third of the market share and it

Mature markets in developed countries are

holds the number one position in biscuits or

Mondelezs main profitable regions. Sixty

cookies. Dominant sales and a one-third hold

percent of its markets are in North America

on the market comes mostly from Mondelezs

and Europe. It also operates and sells

power brands, the main being Oreo. Oreo

products in many regions and countries

leads by far in sales for standard cookies in

outside of the United States. Therefore,

the US. From 2014 - 2015, Mondelez had

Mondelez and Oreo can be subject to volatile

$2.8 million in sales in the cookie market, a

foreign markets where currency fluctuation is

1.3% increase from the previous year. Oreo

present. Recently, because of weaker foreign

had $1.2 million in cookies sales, a 3.5%

markets Mondelez has seen revenue decrease

increase from the previous year, and was

ten percent in the first quarter of 2015.

number one in sales among standard cookies.

An amazing fact about Oreo: Nearly one out
of every five dollars spent on cookies in the

COOKIE MARKET AND SALES

US is spent on an Oreo. Also, Oreo alone

The snack-food category tends to go up in

makes up five percent of worldwide cookie

consumption during times of gross domestic

product growth and higher incomes. In 2014,
sales for the entire cookie market took a slight

PAGE 7

sales, more than triple any other brand on the

global market.

PAST IMC/ADVERTISING
SYNOPSIS
Past IMC advertising, promotion strategies and tactics for Oreo represent a taste-focused
strategy. Unlike todays current campaigns, past advertising tactics for Oreo include tirelessly
describing the product while appealing to the senses of the consumer. This has been proven in
notable past IMC campaigns with copy such as two mouth-melting chocolate cookies filled
devoutly with rich vanilla fondant and chocolaty cookies with a luscious cream. Although
Oreo has since divorced itself from a taste-driven strategy to a more brand-driven strategy
starting in the 1990s, it functioned well as a spring-board to introduce the unknown brand. This
has been proven in relatively recent campaigns that focus less on the product, and more on the
personality and voice of the Oreo brand. Examples of this major shift are shown in campaigns
such as the Double Stuf Racing League and Play With Oreo. Causes for such shift include
increased brand awareness and a shift in target demographic from young children to adults.
CAMPAIGN EXAMPLES
Campaign: The Oreo Crme Sandwich
TV Example: Open up an OREO Crme Sandwich and take a lick! No other chocolate cookie
sandwich has the luscious creamy filling of OREO crme sandwich Nabisco loves cookies! Thats
why they make em so good! Two mouth-melting chocolate cookies filled devoutly with rich
vanilla fondantthats an OREO CREME SANDWICH youre loving! It makes a wonderful
desserta perfect between-meal treat! At your grocers today in the regular package or new tray
pack.
Campaign: Its Fun Living On A Ranch
TV Example: Its fun living on a ranch, but whos having the most fun? Hes riding a pony, but
their eating OREO cookies. Delicious Oreo cream sandwich. Each OREO is really two cookies
you know. Two chocolaty cookies with a luscious cream filling in between. The most and the
creamiest filling of all. Oreo cream sandwich.
Campaign: A Lot Can Happen With Oreo
TV Example: Announcer: Once upon a time, there was nothing in the world but a little boy and
his Oreo cookies. Rich and chocolaty outside, smooth and creamy on the inside. And that was
enough! Then, the little boy wanted something to have with his Oreo cookie and something to
keep the milk in. And a farm to keep the cow on, and then houses sprang up and then cities and
you know the rest. A lot can happen with Oreo cream sandwich. Baked by Nabisco.

PAST IMC/ADVERTISING
Campaign:Nabisco, Americas Cookie Jar
TV Example:
SONG: Where do you go for the good times
DAD: We better check our supplies
SONG: You sure dont have to go far"
KID: OREO Cookies!
SONG: Just put you hand in Nabisco, Americas cookie jar.
DAD: Mmmm, love that creamy filling!
KID: And two chocolatey cookies! Oreos are good."
DAD: When youve been baking cookies as long as Nabisco, they gotta be good!
SONG: Nabisco, Americas cookie jar.
Campaign: Christmas Ad
TV Example: TV Commercial features Santa Clause eating OREO cookies as the cookie of choice
for the home he is visiting. The kid falls asleep right before Clause arrives and awakens right
after he leaves. Stunned that the cookies are missing and Santa has consumed them, the
commercial plays to the magical nature of the season and the product itself.
Campaign: Twist. Lick. Dunk.
TV Example: TV Commercial features children using OREO cookies in many different ways
(twisting, dunking, spinning, etc.) Accompanied by a song, this ad features the playfulness of the
cookie as well as the consumers who eat them.
Campaign: Brothers
TV Example: TV Commercial features two brothers eating OREO cookies together at the table.
One with a full sized glass of milk, and the other with a sippie like cup. The younger, unable to
dip his cookies into his sippie cup like his older brother, settles for turning his copy upside down
to release milk onto the cookie. At the end, a product shot appears and the tagline is read and
spoken saying Only OREO. Twist. Lick. Dunk.
Campaign: Double Stuf Racing League
TV Example: Super Bowl Ad - TV Commercial features two famous athlete duos, the Williams
sisters and the Manning brothers. In a press-conference-like environment, the two groups
exchange heated words about competing the Double Stuff Racing League. This commercial
used celebrity endorsements and a hint of mystery to create buzz.

PAST/IMC ADVERTISING
Campaign: Milk: Americas Favorite Cookie
TV Example: A son and father mirror each other through the process of eating an Oreo cookie.
Twisting, licking, dunking, sealing, and eatingthe two mimic each others exact moves. Only to
find out that the two are doing so through a video chat. The scene ends with the two closing their
laptops and the dad getting ready for the day while staring out the window of a high-rise building
and a scenic skyscraper view. The tagline is spoken and seen: Oreo. Milks favorite cookie. This
ad was used to instill a sense of playfulness and family to the OREO brand.

BRAND COPY
The history of Oreos taglines and copy personality highlights the evolution of marketing within the
CPG industry. However, for Oreo, the change in copy has more specifically highlighted a transition
from a need for physical consumption to that of a playful, magical and whimsical product.
1950: Oh! Oh! Oreo!
1980: For The Kid In All Of Us
1982: Americas Best Loved Cookie
1982: The One And Only
1986: Whos The Kid With The Oreo Cookie?
1990: Oreo, The Original Twister
2004: Milks Favorite Cookie
2013: Wonderfilled
2015: Play With Oreo
PAST AGENCIES
Current: The Martin Agency (Creative Advertising)
Current: 360i (Marketing Agency)
Past: DraftFCB currently known as FCB (Past Agency Of Record)

PAGE 10

CURRENT IMC/ADVERTISING
CURRENT CAMPAIGNS
The current campaigns for Oreo represent a
brand-driven approach to advertising versus a
taste-driven approach which was utilized early in
the history of Oreo. Within the last 10 years,
Oreo has focused less on the qualities of their
product and more on their nostalgic personality
through an approach that gives humanistic
qualities to the brand and personifies the cookie
in a relatable way.

WONDERFILLED
Based on the idea that giving an OREO to
someone could change the course of the
relationship, OREO created dozens of videos
featuring a similar melody line and illustrative
style that highlights the friendly nature of the
OREO cookie. By commissioning artists like Owl
City, Tegan & Sarah and more, the brand reached
an audience looking to seek/make positive
relationships with others. The ads vary in lyric and
story, but stay unified with the wonderfilled
jingle. This campaign proposes the idea that
OREO is filled with wonder and joy and will
dispel such once you share an OREO cookie.

PAGE 11

CURRENT IMC ADVERTISING

SUPPORTING PROMO
Campaign Title: Play With Oreo
This campaign asks 10 artists to develop
illustrations involving the OREO cookie. The
sense of play and wonder is instilled by asking
the consumers to discover and play. Such posters
and designs were installed in Times Square and
presented in online social media outlets. The
brand and style of this promotion is nearly
identical to the current campaign, Wonderfilled,
thus making it a supporting promotion.
ACHIEVEMENTS
Real Time Brand Marketing: You Can Still
Dunk In The Dark
This real time marketing stunt wasnt a planned
ad campaign, but still is a landmark in the
history of Oreo and its branding. After a power
SUPPORTING PROMO

outage during the Super Bowl, Oreo tweeted a

photo with the words You cant dunk in the

Campaign Title: Wondervault

dark. This gained over 10,000 retweets in the

Example: Based on the idea that

first hour and won the night according to

OREO has magical quality due to its

many branding and advertising experts.

endless list of flavors, OREO created

the idea of a wonder vault that is
used to store all its wondrous
ideas. This campaign is still in its
beginning stages, but will evolve
with time.

PAGE 12

SALES & PROMOTIONS

The Oreo has had many different
promotions over the span of its existence.
Some of the most memorable ones have

When Oreo celebrated its 100th birthday,

been the Dont Eat the Winning Oreo

they teamed up with Facebook and

competition, Oreo Munch Madness, Oreos

Arrowhead to create Oreo Cookie Grams.

Arrowhead Promotion, and the current

Facebook users (using the Arrowhead

Snackworks application (available for

application) could send digital cookie grams

Android and Mac iOs).

to friends and family with the click of a

button, paying online, and then the recipient

In the Dont Eat the Winning Oreo

of the Cookie Gram would be able to pick

competition of 2000, consumers were

up their gift in any local Target store.

encouraged to check their package of Oreos

to find the winning Oreo (specially

Oreos current promotion is a downloadable

embossed to give distinction). Winning

mobile application called Snackworks. The

Oreos could then be used to access

application allows users to experience Oreos

merchandise, money and other prizes.

virtually on a gaming platform, and has had

In the Oreo Munch Madness promotion,

thousands of downloads in a plethora of

Oreo took advantage of college basketballs

countries.

March Madness and established sponsorship

with the NCAA Final Four championships.
Oreo changed their cream filling color to
orange in certain marked Do the Dunk
packages, and offered basketball dunking
challenges to children across the US through
correlation with retailers such as Walmart
and KMart. Some of the prizes included free
temporary tattoos.

PAGE 13

COMPETITORS
Oreo is commonly known as Americas Favorite Cookie. While some may disagree, reports
have shown that Oreo surpasses all competitors in the cookie industry. Oreos top competitors
according to The Washington Post, would be Keebler, Gamesa, Britanna, Perla, Chips Ahoy, and
many others.
In 2014, The Washington Post reported that Americans only spent about half as many dollars on
Keebler products than they did on Oreos. Oreo has many different products within their line that
also continues to surpass cookie sales to all national and global cookie company. The
Washington Post also mentioned that Oreo has sold three times as much cookie sales than any
other brand in the world.

Oreos global cookie domination

WORLDWIDE SALES, 2014

0.5

1.5

2.5

Oreo
Gamesa

$1.03

Britannia

$1

Chips Ahoy!

$0.94

Keebler

$0.81

Parle

$0.80

Arnotts
Girl Scout
Little Debbie
Pepperidge Farm

$3.28 billion

$0.62
$0.60
$0.53
$0.43

PAGE 14

TARGET DEMOGRAPHICS
In obtaining the research that is needed for
our case study, we understood that it would
be difficult finding the target audience and
psycho-graphics of the desired consumer. In
the pursuit of finding that information, we
contacted Mondelez International directly
and asked to for the behavioral information
for educational purposes.
Mondelez responded by saying that type of

PRIMARY TARGET AUDIENCE

information is proprietary. They were not

permitted to disclose that information to us.
That being said, we then looked for that
information on research databases through
the BYU-Idaho library and specifically
selected websites with the desire
information provided.

AGE 6

AGE 18

We found that Oreo has two targeted

consumers; children and parents. Oreos
primary target audience are individuals from
the ages of 6-18. These individuals are
typically kindergarten aged or school aged

SECOND TARGET AUDIENCE

children. In addition, to individuals

attending a high-school or college.
The secondary target audience are the
parents of those school-aged children.
Targeting the parents also directly influences
the purchasing and consuming behavior for
the primary target audience. Parents also
influence brand and product loyalty.
PAGE 15

PA R E N T S O F S C H O O L
AGED CHILDREN

TARGET DEMOGRAPHICS
We also found that Oreo does target middle-class
families. Oreo is a relevantly affordable snack food,
targeting middle-class families continues to target both
primary and secondary audiences. Families with an
easy-going lifestyle and with creative hobbies are also
characteristics Oreo seeks to reach out to.
On different social media platforms we do see creative
usages of Oreo products. Targeting individuals with
creative hobbies continues to market to families and
children by encouraging creative ways to consume an
Oreo cookie. Reports have also stated that Oreo
encourages adults to purchase their product for
reminiscent purposes.
In addition, The United States, China, Venezuela,
Canada, Indonesia, UK, Mexico, Spain, France and India
are the countries with the biggest market of the Oreo
cookie. Keep in mind that marketing the Oreo cookie to
these different countries will be greatly influenced by the
countries culture as well.

PAGE 16

IN THE NEWS
OREO IN POLITICS
As the U.S presedential election campaigns continue, candidates have been weighing in on
important issues. Of these issues is the topic of international labor and the decline of American
Jobs. Nabisco, Oreos parent company, is being attacked by presidential candidates Donald
Trump and Hilary Clinton for choosing to lay-off many employees of a Chicago factory and
upgrading factories built in Mexico. Oreo has yet to respond to the issue as of March 15, 2016. 6

PAGE 17

CONCLUSION SUMMARY
Oreo is an obvious and consistent
leader in the snacking industry.
By focusing on what the Oreo brand

We believe that these past initiatives are a

represents, rather than product benefits or

large part of Oreos success. We want to

ingredient advantages, Oreo has personified

continue to maintain that momentum by

its iconic cookie through lighthearted and

using a similar advertising strategies while

unexpected advertising.

introducing a new emphasis on younger,

more modern crowds such as millennials.

While it has been mentioned that the

Part of reaching this audience will be to

primary audience for Oreo consists of adults,

utilize mediums and channels that are

recent advertising efforts have revealed that

already part of their existing lifestyles

a younger audience is just as important. This

including social media, guerilla marketing,

has been proven in campaigns that feel

print and video.

extremely youthful, curious, colorful and

playful. One justification for this could be

Our aim to capitalize on this would be to

that Oreo utilizes the existing desire that

take advantage of the need that millennials

parents have to associate their children with

have to associate themselves with brands

friendly and iconic brands. In essence, Oreo

that represent their idealistic lifestyles. This

has been able to kill two birds with one

lifestyle-driven campaign will focus on Oreo

stone as they utilize advertising that plays

as a key player in their decision making

to the senses of the child while also helping

process. Lifestyles that support spontaneity,

the parent fulfill their role of caretaker.

adventure, travel, risk and independence are

all components of this campaign.

PAGE 18

CREATIVE BRIEF
Campaign Goal
To implement a new advertising emphasis targeting millennials that helps position Oreo as a
key player in achieving their idealistic lifestyles.

Objectives
Our objective is to position Oreo as a brand that supports and understands spontaneity,
adventure, travel, risk and independence. Doing so will help increase sales nationally and
globally.

Why?
Lifestyle driven campaigns have continuously proven the success of a brand within the
millennial audience.

Target Audience
Our target audience are millennial audiences between the ages of 17-28. These millennials
love to be associated with brands that represent idealistic lifestyles. This target audience is
attracted to brands such as Patagonia, Herschel Supply Co., Chipotle, Apple and Airbnb.

Style
This campaign will rely heavily on visuals to communicate the lifestyle that Oreo will support.
Photography, video, and design will support an adventurous lifestyle as seen on platforms
such as Instagram.

Voice
All forms of communication for this brand in this campaign should be approached by the
creative team in a voice that feels timeless, inspiring, young and independent. The copy
should place millenial consumers in a reverie of adventure and independence.

PAGE 19

SOURCES
1.

Russell, Mallory. "Celebrate 100 Years Of Oreo With A History Of Its Marketing." Business
Insider. Business Insider, Inc, 03 Mar. 2012. Web. 11 Mar. 2016.

2.

"The Story Of Oreo: How An Old Cookie Became A Modern Marketing Personality."
Co.Create. N.p., 23 Oct. 2014. Web. 11 Mar. 2016. (http://www.fastcocreate.com/3037068/th
e-story-of-oreo-how-an-old-cookie-became-a-modern-marketing-personality)

3.

2015 Fact Sheet Unleashing a Global Snacking Powerhouse (n.d.): n. pag. Web.

4.

"Brand Family." Brand Family. N.p., n.d. Web. 11 Mar. 2016.

(http://www.mondelezinternational.com/brand-family)

5.

"How Kraft Foods Made Oreo a Global Brand." - Business News. N.p., n.d. Web. 11 Mar.
2016. (http://www.businesstoday.in/lbs-case-study/how-kraft-foods-won-over-customers-in-c
hina-and-india/story/193162.html)

6.

Clinton, Hillary. "Donald Trump and Hillary Clinton Are Angry about Oreos." CNNMoney.
Cable News Network, n.d. Web. 15 Mar. 2016.

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