The Classic Love Of People All Over The World: Only Oreo

When some engineering structures are caused by material problems in the middle, the upper and lower two layers are plated or even rotated by external forces. People call it the "Oreo (Oreo) effect".

This word, which is full of philosophical and scientific romanticism, is neither like the "Matthew effect" from the Christian biblical story, nor is it like the "halo effect" and "Butterfly Effect", which originate from natural phenomena. It is just a kind of biscuit.

Oreo, which came out in the US in 1912, has been in the history of nearly 100 years, and has always been the favorite biscuit of the American people.

Not only become

What makes Oreo the classic love of people all over the world? Many people think of Oreo's advertising campaign.

Yes, advertising that is complementary to the brand concept has made Oreo world-famous and has made today's biscuits super brand.

Advertising slogans for Li

As we all know, slogan is a concise and impressive slogan.

When people are asked about the slogan of Oreo, they will give several answers, "only Oreo", "twist, lick, bubble", "milk most favorite biscuits", these slogans, many people are familiar with it, blurt out.

Many of Oreo's advertisements end with "Oreo only", a conjunction and a brand ending tag, which will give expression to the benefits and interests of Oreo in terms of emotion and function.

Moreover, this does not touch the specific characteristics of the product, and even does not have the slogan of brand image description. It has created the most extensive brand umbrella for Oreo's innovation.

Compared with many biscuits brands, Oreo's best core difference is "twisting, licking and lick bubbles". Taking action as a unique brand recognition, it strengthens the interaction between products and people, increases the interest and entertainment of brands, and improves the brand's memory.

These three moves are not only the value proposition of Oreo brand's interest, but also through the spread of Oreo for many years, "twisting, licking and lick bubbles" has surpassed the simple existence of advertising slogans, internalized into the essence of Oreo's brand, and is an important element for people to identify Oreo.

What's more, these three actions have become the people's cookie consumption rituals.

Milk is the most abundant natural food containing calcium. It is known as the most ideal food for human beings. In the brand strategy of Oreo biscuits, the marketing of milk and Oreo alliance is very wise. It can not only increase the interest of Oreo biscuit consumption process, but also make people think that Oreo biscuits are very cool, and let many people rest assured that they can eat big Oreo, because Oreo and the most nutritious milk are the best partners.

So, "the most beloved milk biscuit" is also a sign of a lot of Oreo advertising. New York has made an advertisement for Oreo in New York. The advertisement element is very simple. The milk of a cow is dumped on one side with milk water. It looks like trying to break away from the cow. It is a naughty boy who teases the cow with Oreo. The advertisement is "Oreo, the most beloved biscuit of milk".

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Oreo advertisement's mandarin duck pot bottom: warmth and amusement

Oreo's advertising follows the emotional line.

Oreo ads with warmth and amusement make Oreo not only a tasty snack, but also a warm link connecting human feelings.

Oreo biscuits have been established for nearly 100 years, representing outstanding quality and joyful family memories.

It connects people in a simple and powerful way, pforming the ordinary fragments of everyday life through twisting, licking and bubble eating into a close time shared by one family, making life full of childlike delight and presenting sweet and warm family fun.

The Oreo, who sells cookies, is also good at refining the world's "big love" as the main line of its advertising.

It appeals to the true feelings of the world, arouses the resonance of consumers, and makes people feel that enjoying the Oreo is the true feeling of the world.

There is a classic advertisement of Oreo, which is hard to forget by many advertisers. It is the "brothers" which won the Golden Lion Award of Cannes advertising festival in 1998. There is no sensational dialogue. There is no scene of tears and cross flow. Only the brothers (one of them is mentally abnormal) eats Oreo face to face, records their yellow memories together with their brother's love for them. The simple hand and foot friendship that has not been exaggerated has made many people shed tears in 90 seconds, and let Oreo into many people's hearts.

Oreo, who will be sensational, is also good at creating an atmosphere, insisting consistently, making Oreo's cheerful and interesting advertising style a school.

Although most of Oreo's TV commercials are teaching people how to eat Oreo, they repeat "twisting, licking and bubbling" over and over again, but people are enjoying it and are impatient to imitate it.

The reason lies in the fact that Oreo focuses on its core aspirations and persists in people's favorite advertising creativity, so that people can accept Oreo's nagging in pleasure.

There was a Oreo advertisement on the platform. A little Western girl and her mother went out to enjoy Oreo on their seats. It was found that an oriental girl on the opposite side of the train was doing the same movements as she did. It was as interesting as a mirror.

Simple plot, ingenious creativity, in a short time, Oreo brand left a lingering impression on people.

Children are the main target market of Oreo. Children are fun elements. Children are used in advertisements. It is a very clever way to communicate. The audience also recognizes the brand while enjoying children's performance.

In fact, the main atmosphere of Oreo's TV ads without children's roles is also funny.

In 2009 and 2010, Oreo launched a series of communication to promote its double layer racing alliance. American real estate tycoons such as Donald Trump, Manning brothers and tennis champion sisters appeared in TV advertisements to attract people to participate in their licking sandwich competition.

Although there are no children, the giant double deck Oreo cartoon models, funny plots, sensational dialogues, and so on, are wonderful and novel visual presentation, which makes them interesting.

Oreo's magic ball

Oreo's advertising has always been the highlight of the screen, but Oreo can become the top of the biscuits brand, not because of the largest number of advertisements, but because Oreo's advertising always makes people impressed with the Oreo brand, so that it has a good reputation for Oreo.

The biggest magic of Oreo advertising is that all advertisements are launched from a magic ball with a common center. Consumers can recognize the center of these advertisements at a glance, that is, the brand core of Oreo: it is the best seller of cookies. It is delicious and fun, delicious and interesting, and is the most favorite biscuit of milk.

Oreo advertising for the core of the brand has jumped off the initial stage of "information dissemination" and developed into a "customer experience Interaction" stage.

Nearly 100 years old Oreo is still alive in the eyes of the people, and has become the favorite snacks of the younger generation year after year. It is because Oreo has always been concerned about the needs of the new generation of consumers, products are constantly innovating, and through advertising, promotional activities and other products, the brand awareness and popularity have been improved.

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Oreo's interactive communication is an example of the industry.

Take the Chinese market as an example, in 2010, Oreo launched "see who can soak up" integrated marketing communications, invite Yao Mingwei's image ambassador, and Yao Ming's TV commercials broadcast in mainland China and Hongkong, promoting Oreo's classic eating method, "twisting and twisting, licking and licking."

Consumers can also participate in online interactive experience activities, compared with Yao Ming than "see who can soak".

On the website of "see who can soak", Oreo integrates the idea of brand into the interactive process, and consumers can finish some small games under the guidance of cartoon Yao Ming.

Oreo also held a "watch who can soak" the national tour as a supporting offline activity.

In order to further enhance the influence of the activities, Kraft Corporation also launched the campaign on Taobao's homepage, and prepared 20 thousand Taobao vouchers 10 yuan with Taobao, and gathered a lot of Oreo fans who like online shopping.

Television advertising, outdoor advertising, store advertising and online interaction have made Oreo more popular.

Oreo's "double layer racing alliance", which is pushed by the US market, is designed to match the marketing activities of the gold double-layer sandwich Oreo. The main project is to "twist, lick and bubble" faster than anyone else.

Oreo has invested in young people, focusing its resources on Facebook and Twitter. Users can find recipes, videos, fans enjoy photos of biscuits on the Facebook page, participate in games, and have the opportunity to meet with Oreo's "DSRL" sports stars, share experiences in Twitter, and also DSRL Related videos on YouTube, including interviews with sports stars, advertising and behind the scenes tidbits. As the campaign's series ads emphasize, it "s awesome" (excellent).

Oreo's growing pains

Oreo, known as the king of biscuits, has become a part of American culture like basketball and coke, and has become a part of American culture. Even pop frontline musicians put Oreo into works.

As a snack brand, Oreo's success is enviable.

However, like many famous brands, Oreo has also suffered from growing pains for hundreds of years.

If we say that the "small month" incident in China is boring, it is completely unnecessary to pay attention to it.

Then, mothers' worries about Oreo biscuits should be listened to by Oreo.

You know, mothers are most likely to respond to the marketing communication of cookies, and they are especially critical of children's products.

In a Oreo TV advertisement "Doggy chapter", a little boy is teaching a dog how to eat Oreo. Maybe when someone else laughs at the cute expression of a boy who is a Oreo advertisement, mothers will worry about the bad demonstration effect of drinking milk together with their dogs in advertisements.

Another two brother's advertisement, there are two versions of Chinese and foreign, the advertising plot is the same, a boy of five or six years old and his two or three year old brother are eating Oreo, his brother immerse the biscuit in the milk cup, the younger brother wants to soak the milk in his elder brother's cup, but is rejected by his elder brother. After the little brother thinks, he pour the milk from the mouth of the cup into the Oreo biscuit.

The adults were laughed at by the child's intelligence and his last "ha ha", but the mothers were worried that this is not to advocate the big children not to help the smaller children.

In recent years, the positioning of Oreo brand has been expanding. It has been expanding in the children's market. It has been expanding in the younger group. Not only that, to improve the demand of consumers for Oreo brand products, Kraft Foods has expanded the location of Oreo brand to a wider range of fast food services.

The TV advertisement of wheat whirlwind ice cream is a story about young lovers.

Young man: "so care about me?"

Female youth: "where, second cups as long as half price!"

Young man: "don't you like me?"

Young woman "think too much, second cups and half price! New product!"

(Narrator: a new Oreo wheat whirlwind, add three ice drinks, second cups and half price, save some space for happiness, meet!

Young man: "here you are!"

Female youth: "so care about me?"

Young man: "where is it? McDonald's changed."

The typical user in the advertisement is the signal of the product target market. From the twenty young advertising spokesmen, the wheat whirlwind wants to hit the young generation most.

To join the fast food giant McDonald's, from the promotion strategy, it is undoubtedly a wise move to break through the young people.

However, when the family members saw this advertisement in Beijing's cool cartoon TV channel and China education three, their hearts were somewhat uncomfortable.

As for the cool cartoon, although it holds the idea of "full age animation", its core audience is 4~14 years old. Parents are worried that their children will become premature when they imitate advertisements.

Maybe some people will say that nowadays children and people are small and big. They have seen many strange things. There is nothing to worry about. Let them go.

But at least, parents with young children do not agree with this view.

Especially in countries where channels and programs are not graded, parents worry more.

I wonder if Oreo's designers have noticed the scattered consumer response, just as Oreo advertising emphasized: "every day, more and more children in the world learn how to eat Oreo."

Since children are so close to Oreo, the problem of social responsibility for children's advertisements is the problem that Oreo must consider.

"Twisting, licking, and soaking a bubble, everywhere in the world, will see the same smiling face, only Oreo". This is the brand vision of Oreo and its loyal consumers.