Oreo – An Iconic Brand In the Making?

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The Oreo brand is over 100 years old and is the biggest selling cookie in the world with sales that top $200 billion a year.  That equates to a mind boggling number of cookies! But the company felt its brand presence was not living up to its stature and so has just released a new marketing campaign called “Wonderfilled”.  It is being cited as the Oreo brand’s most ambitious move to date and is seen as a strong push to get the brand the recognition it deserves – on par with the iconic brands of Nike and Coca-Cola.

The cartoon campaign is targeted at adults with the objective to remind them that the world is full of wonder.   It shows how stereotypically nasty cartoon characters such as the Big Bad Wolf, a bat-like vampire and a fierce shark can be simply changed into sweet, loving beings after receiving an Oreo.  The underlying message is that those gorgeous, ever-popular cream filled cookies can change the world for the better.

This campaign was launched on TV during an episode of AMC’s Mad Men with the aim of getting high exposure to adults. It’s a lovely cartoon but at first viewing it is a surprise that Oreo chose a cartoon of nursery rhyme characters to increase brand awareness in adults.  But perhaps that’s the beauty of the campaign – it’s certainly very different and boy is the song catchy – after viewing it only two or three times, you’re destined to be humming the song to yourself for the rest of the day.

And as with any marketing campaign, the proof of the pudding is in the eating.  After the cartoon was posted on YouTube, it received more than 250,000 views in only 5 days!  So let’s wait and see – and who knows, maybe this is a genius branding angle and the Oreo brand will be associated with wonder for ever more.