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Writer: Priyanka Nair - Friday, Nov 09,2012 8:11 PM

Oreo leverages FB for new ad campaign

Cadbury India, part of Kraft Foods, recently expanded its Oreo product line in India with the introduction of Oreo Choco Crème. Known for its feel-good campaigns, Oreo over the last one and half year has initiated engaging marketing activities that have been talked about, including its latest campaign for Oreo Choco Crème. Interface Communication is the creative brain behind the same.

In conservation with exchange4media, Chandramouli Venkatesan, Director, India Snacking and AP Developing Markets – Chocolate Lead, Cadbury India elaborates on the thought process behind the television campaign and Oreo’s digital presence, among other things...

On the launch of Oreo Choco Crème…
We are delighted with the overwhelming consumer response for Oreo Choco Crème and believe that it is the second pillar of Oreo in India. Oreo Choco Crème is a biscuit which appeals to both, Oreo and chocolate cream lovers.  Given the fact that the chocolate flavour is the single largest cream flavour in the Indian market, with 44 per cent of households being sole chocolate cream consumers, we envision a great growth opportunity in the category.

On the feel-good television campaign...
The latest TVC takes a beautiful slice-of-life moment to show the spirit of competitiveness and the immense love shared by a brother and sister. Like with our previous Oreo campaigns, we are certain that consumers will connect and love this campaign. The key objective of Oreo’s televisions campaigns is to touch the mother’s heart by depicting simple moments through our advertising. At the same time, they also deliver a fun experience to the kids.

On digital engagement... 
Today, our consumers are spending a considerable amount of time on social media platforms. They are always connected to the web and the vast online community, through tablets and smartphones. In such a scenario, it has become imperative for consumer brands like Oreo to engage with them in an interesting manner, through a well planned and executed virtual presence. Today, Oreo has built one of the largest Facebook brand pages with over two million Facebook fans.

The communication campaign for Oreo Choco Crème brings a fresh twist to Oreo’s ‘Family Togetherness’ platform, by celebrating the special relationship shared by siblings. The TVC campaign was unveiled on Oreo’s Facebook page, giving fans a sneak-peek into the campaign before it went on air. Highlighting the elements of surprise and delight, a Facebook app – Oreo surprise has also been launched, wherein fans can earn points by virtually dunking Oreos in a glass of milk. Scoring 100 points opens a surprise, in the form of the new Oreo Choco Crème TVC. A similar concept was also used on the YouTube channel of Oreo, in which people were encouraged to play the Oreo surprise game and watch the TVC.

On the extensive outdoor impression...
Our objective in tapping outdoor largely was to create rapid awareness, which will further lead to trials. In order to cut through the clutter, a brand needs to stand out and catch the attention of the consumers instantly. Large media formats for the out of home campaign ensure high brand visibility and add to the brand recall. Apart from this, digital signages, bench brands, bus shelters are also used in the campaign.

The campaign is currently live in all key cities in India with the objective of making the consumer aware that their favourite Oreo biscuit is now available in a chocolate cream flavour. There is also presence at cinema screens, in addition to on-ground activations.
Various point-of-buying elements have been deployed to ensure increase in awareness at the store. Besides this, there is a huge sampling exercise which has been conducted for both, our retailers and consumers.

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