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OREO
Igniting Growth in a 110 year Old Cookie Brand
RAN IN: United States
CLIENT
Mondelez International
Justin Parnell, Brand Equity Lead
Marion Delgutte Saenen, Equity Lead
AGENCY
Claire Brown, Account Executive
liz valentine, Account Director
Karen Costello, CCO
Devon Heatley , Associate Creative Director
Brittany Tooker , ACD
Britta Dougherty, Global Account Director
Gillian Merrill , Account Director
Cecelia Parrish, Strategy Director
Lance Koenig , Global Planning Director
SUMMARY
By 2018 the OREO brand was facing an onslaught of challenges: Core sales were down. After six years of breakthrough, a once-breakthrough-marketing campaign was no longer breakthrough and the key brand equity metric “OREO is a fun brand,” had declined. In short, OREO was losing relevancy in the hearts and minds of their key growth audience and their place as America’s favorite cookie
CASE VIDEO
Hero Medium: TV
Medium Featured On Video: BRANDED CONTENT,PR,SOCIAL MEDIA,TV
Audience: New Audience
Objectives: Increase sales, volume
Type: Business to Consumer
Language: English
