Oreo, the latest offering from Cadbury India’s stable after it was acquired by Kraft Foods, has taken on the task of bringing parents and children together in an increasingly busy and stressed life. 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.
Oreo is a hundred year old brand sold in about 100 countries. The brand was launched by Cadbury India in March this year. Ebullient on launching an iconic brand like Oreo, Chandramouli says, “You get only one opportunity to launch a brand like Oreo. This activity is more than a launch or any numbers. It is not just a launch. It is a movement, a movement towards bringing people together in their fast paces lives. Oreo will become a catalyst in enabling those moments of togetherness. We aim to take this Oreo-Time to millions across India, thereby encouraging family bonding by providing busy parents with a fun opportunity to spend time with their children.”
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'. The Oreo-Time initiative is a follow up on a research conducted by the brand in association with Nielsen that maps Indian families’ views on the evolving parent-child relationship in the dynamic Indian society today. The survey highlights how parents today are craving more time away from their hectic work schedules so that they can spend those extra hours with their children.
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.