Happy 100th Birthday, Oreo! by Vuk Bojovic
On March 6th, Oreo is celebrating 100 years of existence. For this particular matter, Kraft Foods is inviting all of its fans to “share in the moment” (check out at oreo.com/birthday). Furthermore, for this special occasion, Oreo is offering a limited edition Birthday Cake (Oreo flavor, of course) and a special 100th birthday integrated global campaign that stresses out the importance of the celebration of the special memories and moments with Oreo.
Photos: Serious Eats
This b-day campaign is followed by advertising at local events, public related gatherings such as NASCAR, and social media such as Facebook, where Oreo like button has been running busy with over 25 million fans.
Accoring to New York Times, “The campaign is indicative of two trends reshaping consumer marketing. One, referred to on Madison Avenue as authenticity, involves responding to a growing interest among consumers seeking value in the provenance of brands as they search for products whose quality has been tested over time. The other trend involves efforts to present those heritage brands in updated ways to reassure consumers they can still meet contemporary needs.
Nevertheless, John Ghingo, senior director for global biscuits at the East Hanover, New Jersey from the office of Kraft Foods claims that “What we’ve really set out to do is something authentic for the brand, true to its roots, that is fresh for today,” said. “We want to acknowledge what Oreo has been over the past 100 years,” he added, “and recognize what it means in today’s world.”
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