Model Saga: Cadbury Oreo’s India Chapter – Being extra than simply an ‘American Model’

The yr 2011 marked the introduction of Oreo biscuits in India. Ten years down the road, we recalibrate the model’s efforts to reinvent itself within the desi market we check out Cadbury Oreo promoting Journey.

With an intention to make one of many world’s favorite biscuits, Oreo, one in all India’s favorite too, Kraft-Cadbury India forayed into the nation’s biscuit market in 2011 which was then estimated at INR 12,000-crore. Since then there was no trying again. The creamy delight savoured by all age teams amasses a separate fan base and with this, we voyage throughout the Cadbury Oreo promoting journey.

Oreo Flies to India

It was in March, 1912 when “Oreo Biscuit” was first developed and produced by the Nationwide Biscuit Firm (immediately referred to as Nabisco) on the Chelsea Market Bakery, Manhattan, New York and was offered in bulk tins. For the lesser-known, Oreo Biscuit was renamed in 1921 to ‘Oreo Sandwich’. In 1948, the title was modified to “Oreo Crème Sandwich’ and in 1974 it grew to become the ‘Oreo Chocolate Sandwich Cookie’.  A brand new design for the face of the cookie was launched in 1924. The trendy-day Oreo design was developed in 1952 by William A. Turnier incorporating the Nabisco brand.

With its presence throughout greater than 100 nations on the earth, Oreo will get produced in native flavors, like blueberry and inexperienced tea ice cream, and enjoyable shapes and types, whereas the one factor that continues to be proper on the coronary heart of milk’s favourite cookie is its tagline – “twist, lick, dunk”.

The heritage model got here to India with the identical philosophy in March 2011 and the debut rollout was with the darkish chocolate flavour. With Oreo, Cadbury India, who until then boasted of candies like Cadbury Dairy Milk, 5-Star, Perk, and well being drinks reminiscent of Bournvita, marked its entry into the over-competitive biscuit phase.

Cadbury Oreo Promoting Journey

In accordance with an AC Nielsen examine, the Indian biscuit market grew at 17 p.c in 2010, with lotions and biscuits resulting in total development wherein Parle, Britannia, and Priya Gold grabbed the bigger share.

In the course of the launch, the corporate talked about that the biscuits shall be domestically manufactured for the Indian market and Customers will discover Oreo on the cabinets of “a whole lot of 1000’s of stores throughout city and semi-urban markets” at value factors of INR 5, INR 10, and INR 20.

The launch of ‘Oreo’ was part of Cadbury’s long-term technique in India to regularly develop the enterprise’ operation from a confectionery firm to a broader meals firm; it was the second product after orange drink Tang that bought launched in India underneath the Kraft Meals’ portfolio.

A few of its main rivals have been Parle Conceal n search, ITC’s Sunfeast Sandwich Biscuits and Britannia Bourbon who additionally amassed a loyal shopper base available in the market with distinctive preferences. Oreo needed to tackle the large giants. Nevertheless extending its world narrative of ‘twist, lick, dunk” to India, the model saved the communication intact and targeted on the message of ‘togetherness’.

The Magic of ‘Twist, Lick, Dunk’

Globally the model has been creating conversations round -what we’d name in millennial language – THE OG century-old tagline – ‘twist, lick, dunk’ which summarizes the entire customary apply of consuming Oreo biscuits i.e- twist open an Oreo biscuit, lick the vanilla cream, then dunk the biscuit in a glass of milk.

Throughout the border, the model has been experimenting with varied promoting touchpoints like film integration, gaming, and supporting social causes like spreading consciousness about Homosexual Satisfaction month.

In India, too, following the same strategy, submit the grand launch, Cadbury rolled out a mass marketing campaign together with a TVC conceptualised by Interface Communications introducing Indians to the “Twist, lick, dunk” ritual.

The industrial was aimed toward highlighting the bond of a father-daughter duo as they take pleasure in child-like delight whereas consuming an Oreo. This was additionally Oreo’s maiden tv marketing campaign in India which was launched through the ICC World Cup 2011 to seize most eyeballs and amplify the newly launched model’s presence throughout the nation.

The TVC was supported by a mixture of print, radio, and outside actions the place the bus shelters carried with them massive posters of Oreo biscuit packets, a cell van flashing the ‘twist, lick, dunk’ signage, and way more.

In June 2011, arrived the ‘Oreo Togetherness Bus which travelled throughout 9 cities together with New Delhi, Mumbai, Bangalore, Ahmedabad, Pune, Lucknow, Hyderabad, Kolkata, and Mysore to assist enhance parent-child bonding in India and requested them to spend extra time collectively on this perpetually hectic world.

AC Nielsen’sTogetherness Survey’ shaped the bottom for the model to provoke a sequence of campaigns whereby the examine revealed attention-grabbing details about how Indians considered relationships and household time.

The model then took upon itself to encourage Indians to pledge extra time to their households and children for a greater future whereas seamlessly integrating the ‘togetherness’ quotient by means of Oreo biscuits.

As a part of the marketing campaign, the bus was stationed at leisure hubs of the cities loaded with enjoyable video games the place anybody can hop onto the bus with their youngsters to have enjoyable, click on images, and relish some Oreo cookies.

The model was investing enormous sums in advertising and marketing ‘Oreo’ to hundreds of thousands of Indians looking for a one-time alternative to construct model affinity and set up its imaginative and prescient. The corporate even created particular Oreo panels to make the model seen which have been referred to as the wall of blue.

The branding efforts translated into higher outcomes for the model which was appeared like an costly affair to the fee and value-conscious Indian. When Oreo had entered India, it was initially priced at INR 50 for a pack of 14 which didn’t rake in vital gross sales. The technique was reworked later combining it with a excessive decibel advertising and marketing marketing campaign.

Setting foot in India, the corporate primarily targeted on extending the ‘twist, lick, dunk’ technique and secondly targeted on the ‘togetherness’ quotient. Tv was the primary channel for Oreo’s promoting adopted by outside, print, and radio.  Alongside some BTL actions, the model additionally focused retailer shows and in-store promotions to sort out the competitors.

In March 2012, world model Oreo turned 100 years previous and celebrated its one-year anniversary in India. Cadbury rolled out a TVC conceptualised by Interface Communications specializing in the ‘cute’ and candy bond shared by a father-daughter duo as one other second of pleasure and delight.

Extra smiles, innocence, and playful ‘Twist karo, lick karo and dunk karo’ have been adopted – whether or not or not it’s the Teddy TVC or youngsters wishing their fathers on the on the event on Father’s day.

Children have performed a serious function within the Cadbury Oreo promoting journey owing to the abundance of innocence and pure enjoyable they bring about. The candidness was at its finest with the commercials that includes the little ones – from the candy siblings sharing a mutual fondness for the brand new flavour of Oreo cookies to a different duo debating the ‘chocolaty’ quotient within the crème or the biscuit.

Additionally Learn: #BrandSaga: Cadbury Dairy Milk: Giving us reasons to buy chocolates one ad at a time….

2013 additionally noticed Oreo’s market share rising to 30 p.c in contrast for the reason that little over one p.c in its debut yr.

‘The Celeb Energy’ ft Ranbir Kapoor

In December 2013, Cadbury introduced on board Ranbir Kapoor and Karthi as model ambassadors for Oreo in India concentrating on the North and South markets. The announcement was accomplished by the launch of the ‘Join Playfully’ marketing campaign primarily based on the distinctive relationship shared by siblings, conceptualized by Interface Communications and directed by Chrome Footage’ Amit Sharma.

The TVC had slice-of-life moments showcasing the spirit of competitiveness, infantile rivalry, and real love between a brother and sister.

Additional in Could 2014, the model introduced the launch of its new providing within the biscuits phase, ‘Oreo Orange Crème’ with a TVC that includes Bollywood’s very personal chocolate boy Ranbir Kapoor. This time, the advert movie was on a recent tackle the connection between an uncle and his niece highlighting that Oreo is greater than only a ‘cream’ biscuit. With the launch, Cadbury additionally regarded to premiumize the orange flavour

The model additional leveraged the playful charisma of Kapoor in its campaigns, guaranteeing the deal with ‘togetherness’ and ‘bonds’ that stay intact.

Get Playful with  Oreo

2015 marked the launch of a nationwide ‘Play with Oreo’ 360-degree advertising and marketing marketing campaign inspiring shoppers to get playful and benefit from the small joys of life. 

Along with a brand new TVC, “Play with OREO” was mounted on a big selection of media platforms like modern Graffiti wall artwork, Outside, Radio, together with a outstanding presence on digital and social media. With the “Play with Oreo” marketing campaign, Oreo managed to retain its authenticity whereas staying up to date and related.

The Model Activation company for the marketing campaign was Candid Advertising and OOH was helmed by Madison. The animated TVC created by the International company FCB, featured custom-made Indian lyrics and regional singers.

In July 2016, the model but once more launched a brand new variant this time- the Golden Oreo – an extension to the Cadbury Oreo household, which marked its foray into the light-colored cream biscuit market.

Taking ahead the particular ritual of ‘Twist, Lick, Dunk’ by increasing its trajectory in India in 2018, Oreo launched Oreo Cadbury Dipped, to premiumize the biscuit class additional with Oreo cookies coated in deliciously chocolaty Cadbury. 

The TVC was created by FCB Interface that dramatized the second when shoppers expertise their first Oreo Cadbury Dipped.

Additional, the ‘Oreo Folks’ marketing campaign was designed to have interaction with shoppers in immediately’s multi-screen, short-attention-span world with thrilling visuals and irresistible music, extending throughout all channels, with a powerful deal with digital.

The TVC displayed a wide-cross part of individuals and the way they get pleasure from their Oreo cookies, making the much-loved model related to them. With the inventive platform, Mondelez India aimed to widen the enchantment of the model within the nation, whereas persevering with to play on its core territory.

The worldwide marketing campaign ‘Oreo Folks’ was concurrently launched throughout 50 markets in AMEA, LA, MEU and localized with nuances to drive relevance.

One other milestone was achieved by the model in January 2020 when Mondelēz Worldwide introduced that the corporate set a GUINNESS WORLD RECORD for the most individuals dunking cookies throughout a number of venues.

The launch was supported by a 360-degree communication marketing campaign, designed to show the distinctive multi-textural eat expertise, combining the crunchy Oreo cookies with Cadbury. The file try was coordinated to have a good time the OREO cookie model reaching a serious milestone of $3.1 billion in annual web revenues by finish of 2019.

Within the following month, it launched the ‘Disconnect to Join’ marketing campaign conceptualised by FCB Interface, urging shoppers to get away from their technological gadgets and revel in moments of playful connections with household and pals.

Later, when the nation-wide lockdown was introduced, the #AtHomeWithOreo marketing campaign into being. The model sought to infuse a dose of enjoyable within the day by day lives by embracing this new regular by means of partaking actions and challenges which have a unusual means of serving to folks keep linked.

In January 2021, constructing on the proposition to convey households nearer by encouraging playful connections, OREO additional fortified its promise of infusing a dose of enjoyable in everybody’s life with its newest marketing campaign, #OreoPlayPledge, conceptualized by Publicis Group.

The sentiment was introduced alive by the much-loved father-daughter duo – former group India Cricket captain, MS Dhoni and his daughter, Ziva Dhoni, providing Oreo fanatics a glimpse of their playful connection on-screen.

The humorous and mischievous dialog and playtime between Dhoni and Ziva ends with a candy ‘Twist, Lick, Dunk’ second reiterating the thought that ‘The extra we keep playful, the extra we join’, inspiring folks to take a pledge.

Dessert Advertising

As Cadbury Oreo advanced right into a leisure premium cream biscuit, varied desserts cropped up within the Indian F & B phase. A short while after its arrival in India, Oreo discovered its means into the McDonald’s menu with the launch of Oreo McFlurry. Kwality Partitions too launched a premium vary of ice cream with Oreo as its base. Oreo variant of the well-known Cornettoice cream got here subsequent.

Whereas it might probably’t be all the time verified if these have been paid or bartered model associations, they definitely aided Oreo in reaching a wider market.

Oreo’s tagline ‘twist, lick, dunk’ has grow to be a ritual and is on the coronary heart of quite a few heat household moments. With a strategic play on model consciousness and focused distribution, the Cadbury Oreo promoting journey has been a hit to date.

Keep tuned as we decode the Cadbury Oreo digital promoting journey subsequent week.

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