More Oreo

This is some stuff Kirsten posted (I guess everyone's having trouble):

How Oreo Buys You


• Oreo’s marketers research how to grab consumers by making them feel emotionally attached to the cookie.
• According to an article in the Chicago Tribune, “Nabisco concluded that the most persuasive Oreo ads hit at least one of three sets of emotional hot buttons--excitement and fun, caring and sharing, peace and serenity, according to a Nabisco case study in a book about marketing research.”
• The notion that Oreos bring families together still dominates the cookie's marketing now that Kraft controls Nabisco.
• One of the most popular Oreo commercials shows two brothers eating Oreo cookies. The younger brother watches his big brother dipping Oreos in milk so he tries it, only to be stopped by the lid on his sippy cup. Fortunately, the little boy discovers he can dip milk on his Oreos through the holes in the lid. This commercial was a great attempt to convey the sense of family that Oreo represents.
• Another favorite commercial is of the ballerina triplets who combine their milk to enjoy the Oreos together.

• Oreo is part of Nabisco foods under Kraft. Nabisco Foods controls 37% of the cookie market, more than tripling its next closest competitor.
• From cookie to cultural icon, Oreo has been America’s Favorite Cookie since 1912.

• Oreo participates in “advergaming” and in marketing to kids.
o In the Oreo Adventure game on www.nabiscoworld.com, children’s “health” is reset to 100% when they find the golden cookie jars on their journey to the Temple of the Golden Oreo
o Oreos are marketed in the Oreo Cookie Counting Book in which they count to 10 which involves eating 10 Oreos—the equivalent of 535 calories.
o Oreo’s Matchin’ Middles is a shape matching game which gives them an opportunity to create brand loyalty and to sell junk food to preschoolers.
• Alongside www.nabiscoworld.com, Nabisco created www.candystand.com, a collection of games advertising candy and gum.
• Nabisco’s entire web effort costs less than 1% of their annual advertising and marketing budget. According to the Internet Marketing Manager at Nabisco, Silvio Bonvini, “It’s an absolute bargain.”
• Recently, Oreo teamed up with the “Got Milk?” campaign which was created by the California Milk Processor Board (CMPB). The “Dunk and Win” promotion awarded $1 million to the person who found the oreo that turned milk blue. Jeff Manning, executive director of the CMPB says, “Oreo cookies and milk go hand-in-hand—literally.” The partnership between Oreos and Got Milk? represents collaborative marketing at its finest.

• In 1999 they incorporated contest such as an Oreo stacking contest and the “Don’t Eat the Winning Oreo” campaign. Tag lines were stamped on Oreos that read “Oreo for Life,” “Cash,” and “Car.” The winning prize was a Volkswagon Beetle.
• Mike Senackerib, Nabisco business director, said that the campaign helped the company post a 29% increase in volume during the second quarter of 1999.
• "For the first time in the cookie's history, we've created a special mold to imprint the prizes right on the Oreo," Mr. Senackerib said. "Since people personalize the way they eat an Oreo, what better way to communicate what they've won."
• Too, Nabisco added four different football designs to the Oreo line. The football-shaped cookies are available for the Dallas Cowboys, Cleveland Browns, New York Jets and New England Patriots National Football League teams, according to Mr. Senackerib.
• In March of 2005, Nabisco Oreo controlled 5.9% of the dollar share of cookie brands, while Nabisco Double Stuff Oreo controlled 2.9%. They ranked one and three in the market of cookie brands.


Links

http://www.nabiscoworld.com/oreo/memories/

http://ww2.abc13.com/Global/story.asp?S=4148744

http://www.chicagotribune.com/news/specials/chi-0508220131aug22,1,2472948.story

http://www.annieappleseedproject.org/marjunfoodto.html