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Creative Brand Strategy

The slideshow presents a brand extension for Oreo brand which was my group work duting the second year of my degree in Advertising and Brand Management.

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Creative Brand Strategy

  1. 1. Creative Brand Strategy:Oreo Cookie brand extension<br />
  2. 2. Brief: <br />To present a set of proposals for the design and implementation of a brand extension in the form of a ‘pitch’ to a client. <br />This task required thoughtful market research and analysis in order to deliver brand that would fulfill current demand.<br />Mark Received: 90% <br />
  3. 3. The big idea!<br />After long brainstorming sessions our team proposed an extension for the Oreo brand - “Oreo Yummy”, a diary free, soy based drink.<br />
  4. 4. Product<br />The dairy-free, soya based drink<br />Targeted mainly at young families, but also appealing to consumers with lactose intolerance, healthy-living conscious consumers<br />Nutritious and rich in calcium, promoting a family orientated product experience with a strong 3-step product interaction process- “Shake it, Twist it, and Drink it”<br />
  5. 5. Design 1: Bottle label for “Oreo Yummy”<br />
  6. 6. Design 2: Bottle design<br />Plastic representation of parent brand product- Oreo cookie<br />Conveys the initial idea of parent brand product core message (twist-lick-dunk)- when consumer ‘twists’ the cookie, both sides are separated and the consumer can follow the next step of the game.<br />
  7. 7. Bottle Holder<br />Developed in consideration of main brand recognition signs<br />Brown and white stripes<br />Appearance of parent brand logo in combination withnew product logo<br />Appearance of producer’s trademark<br />Was developed in consideration of suitability for shelf space<br />
  8. 8.
  9. 9. Packaging<br />The snack pack contains six 250ml bottles in a cardboard carry case. The main motives for this decision were:<br />Once you open the container, you don’t need to consume the drink in a short period of time<br />250ml size is suitable for children’s lunch boxes (we’re promoting this drink as a healthy option for children as well as adults)<br />250ml size is more suitable for a child’s grasp<br />6 portions are suitable for small and big families<br />It is appropriate for the product’s core message integration (shake- twist -drink)<br />
  10. 10. Promotion<br />The promotion of “Oreo Yummy” is is a key factor in the success of the extension launch.<br />Magazine ads to run which target mothers with children pre-11:<br />Woman & Home<br />Slimming and Weight Watchers<br />New Woman<br />Hello!<br />OK<br />Heat <br />
  11. 11. Promotion<br />Banner ads will be run on portals for both men and women<br />Ads and banners will make use of the three steps to an Oreo Yummy milkshake:<br />shaking, twisting and drinking. <br />Adverts will run on four consecutive pages on right hand side of magazine pages in after fashion editorials, along with healthy eating tips<br />Internet banners will be located on page sides, in 240x400 vertical rectangle format, containing 15 second flash animations of the bottle. <br />
  12. 12. Oreo yummy coaster<br />