2009 BRONZE

HISPANIC

THROUGH THE VOICE OF A CHILD

OREO, KRAFT FOODS

Kathleen Daly, Sr. Assoc.-Brand Mgr.
John Ghingo, Sr. Brand Mgr.

THE BRAVO GROUP

Nilda Velez, VP-Mngng. Dir.
Ellen Gutierrez, Acct. Dir.
Denise Garcia, Acct. Super.
Paula McCorkle, Promo. & Retail Mktg.
Margarita Peces, Assoc. Creative Dir.
Jaime Kalfus, Chief Insights Officer
Carla Tesak, Creative Dir.

MV42

Andrea Slodowicz, Connections Mgr.

Everyone knows Oreo. But only when you know how to eat one, do you truly understand why it is not an ordinary cookie. Hispanics were not aware of the eating ritual and thus less emotionally involved. Seeing the ritual through the eyes of children provided pride for kids and was appreciated by parents as quality-sharing time. The creative demonstrating the ritual was breakthrough. The campaign resulted in 7.7% share growth, and the TV spot ranked No. 2 Most Recalled in the 2007 Nielsen IAG study.