Symbolic Consumption, adding meaning to the act of consuming the goods.
Low product involvement
Push/pullcomms, entertainment, content,
Oreo‘s Advertising & Communications Strategy: Is it effective?
Oreo‘s Advertising & CommunicationsAlex Ashton Strategy: Is it effective?
Oreo: An Overview•Cream biscuit sandwich•Nabisco division of Kraft Foods•100 years old this year•Available in over 100 countries•Diversified low priced product rangeOreo’s 100th Birthday, Global Campaign,“Celebrate the Kid Inside”. Feb to Jun 2012.
Advertising & CommunicationsThe specific mix of advertising, salespromotion, public relations, personalselling and direct marketing tools thatthe company (Oreo) uses topersuasively communicate customervalue and build customer relationships.Kotler et al, 2008.
Brand Narrative “the Oreo ‘twist, lick and dunk,’ the ritual that creates a simple, carefree moment and allows everyone to connect.”John Ghingo, Director for Global Biscuits, Kraft, 2012.*symbolic consumption, adding meaning to the brand*
“Successful Advertising appeals both to the head and to the heart, to reason and to emotions” Beatson 1986: 265
2012 TV Advert Explanation to DaddyUKhttp://youtu.be/m0rKn7X7UWk
Oreo uses both an INVOLVEMENT ORIENTED (lifestyle resonance) & PERSUASIVE (sequential process) natured appeal within this campaign.Hall 1992, 4 frameworks for advertising.
Advertising Format, Applebaum & Halliburton 1993• Children• Slice of life• Demonstration• Humour
Oreo do not rely upon mass media & the linear communications model stated by Schram 1955. They have moved furthertowards an interaction model, allowing 2 way communications with consumers through digital channels.
Hierarchy of Effects Model Purchase – events, direct marketing Conviction – emotion based messages Preference – ‘milks favourite cookie’ Liking – Social media Knowledge –twist lick dunk Awareness – repetition of brand narrative
Personality, Perception & Interpretation “Expectations, needs, personality traits,past experiences, and attitudes toward the stimulus object all play an important role in determining consumer perceptions” Shrimp 2007• Indian Advertisement http://youtu.be/YfFlaavmqSU
Global Communications• Global product, adapted communications• Local product, local communications• Social media – values/perceptions• Clear controlled messages