Marketing Communication Mix– Through the years, Oreo brand advertising and promotions continue to be world-class. With integrated marketing plans, each and every Oreo communication is built around a key consumer insight: that Oreo offers everyday moments of connection that are unmatched by other cookie brands. With significant spending behind promotions and public relations, the Oreo brand has forged strong, lasting connections with customers and consumers. In India OREO employs all tool of marketing communications in order to spread awareness about the product. Below are some of the tools of IMC and how they have been advertised in India and abroad.
The Oreo ritual also seems in sync with the Indian habit of dunking biscuits in tea and milk and that’s what Oreo is looking to capitalise on, while vying to capturing the mindshare of families in this highly competitive market. The company has used a mix of TVCs, outdoor campaigns, on-ground activation and digital outreach for its launch, however the major thrust has been on TV. The TVC of Oreo was launched during Cricket world cup 2011 to grab maximum eyeballs. The TVC played on all major channels in Hindi, Bengali, Marathi, Tamil, Kannada, Telugu and Malayalam. Market reports suggest that Cadbury has allocated one of its largest marketing spends on Oreo in India.
Developing effective COMMUNICATIONS is a process which involves Determining objectives – Designing Communications – Selecting Channels – Budget – Deciding on Media Mix – Measuring Results – Managing the Integrated MARKETING COMMUNICATIONS.
ADVERTISING– The advertisements of OREO portray the positioning of Oreo as a twist-lick-dunk biscuit very well. Their brand icons were traditionally small children but now ads are being created that showcases popular actors and teenagers. Oreo commercials show the idea of fun frolic and the joy of splitting an Oreo with your family/loves ones.
Advertising thought print media( newspapers, magazines), broadcast (radio, TV), network media (telephone, cable, satellite, wireless) , electronic media (webpages, videos, audios), and display media (billboards, signs, posters). The brand OREO blends the current trends in the world and uses it to create a buzz.
OUT OF HOME (OOH)-
The launch of the commercial is backed by OOH (Out-Of-Home) media in major cities (Mumbai, Chennai, Bangalore, Hyderabad, Delhi and Kolkata), setups in malls, amusement parks, multiplexes and retail outlets to engage with families, specifically the children.
POINT OF PURCHASE DISPLAYS- The POP’s and the placement of product on the shelves of the supermarkets play an important role sales promotion and helps attract customer attention. Often these POPs have salesmen around them for personal selling.
EVENTS & EXPERIENTIAL– Events and sponsored activities by the company that are designed to create interactions with the consumers and let them experience the brand first hand. Experiential marketing involves the consumer highly and engages him totally. These could be sports, arts, entertainment, fashion shows, social cause events, awareness drives, gaming etc.
PR CAMPAIGN-The 100th birthday pf OREO was huge PR program where games and interesting activities were designed for the people. Huge space of newspapers,supplements, social media were full of stories about OREO. The million of fans the brand has from all across the world played and integral role to viral its PR.
Cadbury is spending one third of its marketing budgets on below the ground activities and trade outlet promotions. Commenting on other initiatives being taken by Cadbury to strengthen the brand in its category, Chandramouli says, “We are investing a lot on in-store visibility of the brand as well. Biscuits are usually cluttered in one place in large store formats, so we have created special Oreo panels to make the brand visible, it is called the wall of blue.”
Candid Marketing is executing the ‘Oreotogetherness’ bus activity for the brand-Cadbury India has launched Oreo-Time initiative, as a part of which a fully branded ‘Oreotogetherness’ Bus will travel across nine cities including New Delhi, Mumbai, Bangalore, Ahmedabad, Pune, Lucknow, Hyderabad, Kolkata and Mysore. The campaign was launched in the capital yesterday with Cadbury India’s Director – Snacking & Strategy, Chandramouli Venkatesan flagging off the bus. Bringing the Oreo-Time movement to life are the special activities planned in and around the bus. Parents will be encouraged to take the Oreo Pledge, which stands for a promise to spend more time with the children. Making the zone even more fun for families are various interactive activities based on Oreo’s much-loved ritual of ‘Twist-Lick and Dunk’.
SOCIAL MEDIA – OREO TAKES IT CONTENT MARKETING VERY SERIOUSLY TO ACHIEVE A HIGH DEGREE OF ENGAGEMENT
Oreo India has started taking content seriously. For the 101 year old brand, which came to India only in March 2011, Facebook has become a medium to engage, entertain, and inspire its audience with the kind of content which only Amul had created earlier.
Social media Strategy–
Oreo boasts an effective social media strategy. Oreo know that teenagers and the youth that they target are on social media. With enormous fan following on social media, Oreo enjoys seeing the numbers growing: 34 Millions + fans on Facebook, 161 K+ followers on Twitter, 20 Million + views on YouTube, 95K+ followers on Instagram, 3K+ followers on Pinterest. Most of the Oreo followers on Facebook are teenagers.
In order to achieve such a great success, Oreo must have clearly defined how to listen and talk to the groundswell: humorously, consistently and smartly. Oreo not only listens to what the customers are saying about the brand, but especially keeps an eye on the bigger environment and targets the trendiest topics that the customers would be interested in. The idea to interject a business marketing message into a current news story in order to gain additional attention from both customers and the media works perfectly well for Oreo.
For example Superbowl, the festival of modaks with the Oreo brand but also promoted this with its fan base on Facebook.
Oreo’s Daily Dunk:
The brand should be considered an example in the way it used Facebook to spread interesting content. Oreo India’s Facebook page has taken its cue from Amul’s print campaign and created content units which connect the brand with an important event of the day on which the post is made.
For example, on June 21, it posted a visual update reminding people that it was the longest day of the year, an obvious fact that seems to pass the grownups, and to connect it with the brand, it used a stretched pack of Oreo biscuits as the graphics (see the image below).
What’s Unique About Oreo India’s Campaign?
The first thing you notice about the posts is the use of the product and its packaging as a visual device to explain the event that it talks about in the post. For example, in the following image, posted on June 06 when Tetris (the famous video game) was released, an Oreo biscuit has been broken into small pieces to resemble Tetris blocks.
Another thing that you will notice in the posts is the use of hash tags. The brand’s hashtag, #DailyDunks, is not the only one being used, but it is also piggybacked on the hashtag relevant for the days. For example, it has used the hashtag #DoctorsDay on July 01 with a relevant image to celebrate Doctor’s Day. The use of these varied hashtags has acted well to amplify its reach.