GLOBAL | Mondelez-owned Oreo’s advertising strategy from April to September 2024 effectively integrated nostalgia, family values, and playfulness, capturing a broad audience through diverse campaigns. By leveraging emotional connections and cultural relevance, Oreo rejuvenates its brand appeal and reinforces its market leadership, resonating deeply with consumers across various demographics and regions, according to the Global Ads Platform of GlobalData, a leading data and analytics company.
“Oreo’s advertising approach over the last six months, succeeds in balancing timeless values with contemporary trends. Each campaign cleverly adapts to its market, whether through cultural integration or product innovation, ensuring Oreo remains a favorite globally," said Smitarani Tripathy, Social Media Analyst at GlobalData.
Below are the key focus areas of Oreo’s advertisements strategy, revealed by GlobalData’s Global Ads Platform:
Family bonding and togetherness
Oreo ad "Let’s Have Unlimited Fun Together" emphasises creating shared experiences through simple pleasures. It consistently highlights familial connections, encouraging parents and children to engage in joyful interactions with Oreo cookies, making them synonymous with togetherness and love.
Nostalgia-driven engagement
Oreo taps into the power of nostalgia, as seen in collaborations like the "Pac-Man" and "Star Wars" campaigns. These ads transport viewers back to fond memories while associating them with the comfort of snacking on a familiar product. This strategy fosters both new and old connections, targeting consumers who appreciate iconic cultural references.
Fun and playful interactions
The element of play is central to Oreo’s positioning, often demonstrated through imaginative ad campaigns like "OREO x Coke" or the animated "Pac-Man" ad. Oreo positions itself as a product that enhances playful moments, making snacking a fun and lighthearted experience for all.
Cultural and regional relevance
In regions like Saudi Arabia, Oreo tailors its messaging with a deep cultural integration, as seen in "The Oreo Collection." The ad not only features traditional cultural motifs but also incorporates modern technological elements like Augmented Reality (AR), blending heritage with innovation to appeal to local consumers.
Product collaboration and innovation
Oreo effectively uses co-branding to create compelling narratives around its cookies. Campaigns like the one featuring Coca-Cola create a synergy of flavors and experiences, positioning Oreo as versatile and adaptable to various consumption contexts. These collaborations appeal to a younger audience seeking new and exciting combinations.
“By adeptly tapping into the emotional connections and cultural relevance, Oreo not only effectively engaging a broad audience but also reinforcing its position as a leader in the confectionery sector. This approach underscores Oreo’s ability to stay relevant and innovative, even in a saturated market," concluded Tripathy.
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