Is Oreo the smartest cookie in town?

Oreo’s latest marketing initiative sees the brand collaborate with Café Coffee Day; digital & OOH platforms play a key role in the communication plan

e4m by exchange4media Staff
Published: May 7, 2013 8:19 PM  | 2 min read
Is Oreo the smartest cookie in town?

Oreo’s latest marketing drive sees the brand collaborate with Café Coffee Day to create a greater youth connect. The cafe chain has introduced a new shake, called Crunchy Frappe - Pleasured by Oreo. In may be recalled that in the past, too, the cookie brand had collaborated with McDonald’s, Kwality Walls and very recently with Mad Over Donuts.

Commenting on the latest marketing initiative, Chella Pandyan, AVP, Marketing - Biscuits, Cadbury India said, “Ever since its launch in the country, Oreo has seen great consumer response with both Vanilla and the new Choco Crème flavours doing quite well. In fact, we have observed that consumers are willing to experiment with Oreo in different formats such as milkshakes, smoothies and desserts. Our collaborations with McDonald’s and Kwality Walls have been well received and we are sure that the Café Coffee Day partnership will also be very well received by our consumers. Collaborations like these present us with an opportunity to reach our consumers in a different set up and in delightful new formats.”

Pandyan believes these tie-ups will increase Oreo’s visibility and ubiquity, especially in the urban centres. “It is a great way to deliver the unique taste of an Oreo. Most importantly, our consumers are delighted with these new offerings and that is key for us,” he added.

In the last two years, Oreo has aggressively pushed interesting marketing and sales programmes that have targeted shoppers in the top metros and cities of the country.

K Ramakrishnan, President - Marketing, Cafe Coffee Day shared that there will be a communication plan behind this initiative, especially in the digital and out of home platforms. It will be targeted towards teens and young adults.

Introduced in the country by Mondelez India in 2011, Oreo is a 100-year old brand sold in about 100 countries. According to various media reports, since its launch Oreo has garnered an over 6 per cent market share in the lucrative and intensely fought Rs 4,000-crore premium biscuit market, where it competes with Britannia’s Treat-O and Bourbon, Parle Products’ Kreams and Hide & Seek, and ITC’s Sunfeast, among others. Market researcher Nielsen states that India’s biscuit category is growing at 17 per cent annually.

Known for its feel good advertising campaigns, it will be interesting to see how Oreo will leverage the latest marketing tie-ups and counter the competition.

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