Oreo - successful advertising campaigns 2011

Innovative, strategic and engaging are the three words that describe Oreo's attention-grabbing new media advertising campaign.

The Oreo carved out its niche as milk's favorite cookie by devising its ingenious twist, lick and dunk brand communication strategy. Now, across multiple key global markets, its core strategy remains consistent and crystal clear.

In the new creative campaign, the traditional dunk of an Oreo cookie into a glass of milk is brought to life with the use of a panoramic glass elevator. As the elevator descends each floor the effect captures the gesture of an Oreo being dunked in a glass of milk.

The new media should always use effectively together with old media.  The campaign did the broadcast commercials and online media nationally with print ads began in January. Regional-specific broadcast spots ran during the same timing.

Brand utility

Brand utility

Marketing can be meaningful and authentic.  Brand utility is an example.

There are many brand utilities that I use.  For instance, Futureshop website.  Whenever I am bored I would love to get on its website and search some new products that are just being released. 

Iphone products such as Iphone and Ipad are other brand utilities that I use.  I just traveled to Los Angeles and San Francisco during my reading week.  During the flight, I had so much time to spare that I was playing games on my Ipad, as well as using other apps that I downloaded.  Not only I used all this free time, but also I learned some knowledge from the apps like I was reading the articles from iBooks.

I think brands that could easily build utilities are clothing stores, fast food restaurants, Wal-Mart and Home Depot.  

Brand utility is a great way to build a good relationship between consumer and the brand.