“We didn’t buy Nabisco, we bought Oreo!” That’s what R.J. Reynolds Industries exclaimed when pundits questioned the tobacco giant’s acquisition of the cookies and crackers company in 1985. It was the brands RJR was after and the legendary promise and personality each owned – Oreo one of the most beloved.
Recently, Oreo launched a new creative slant with a decidedly different brand tone. Some think the new approach is more “Bruno-like” than anything else, but it’s certainly a major departure from their traditional warm and fuzzy fare.
Well, clearly Oreo is still about kids and the love affair between the cookie and milk. Apparently though, now that relationship might be getting just a wee bit kinky. For perspective, here’s one of the brand’s previous spots.
Contemplating a change in brand personality to energize and wake up customers is pretty much an annual chat between marketers and their agencies. It’s always tempting to jump at the chance to do something new or break a few rules. Still, a brand’s personality is one of its most precious assets and it remains to be seen if Oreo’s adventure in this area is wise or not. What do you think – smart move or udderly ill-advised?
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I like the new ad. If I can choose between funny or sentimental (almost saccharine in the past), I’ll choose funny every time. Connects more with the audience (kids) and much more likely to be talked about and forwarded to other people.
The cow thing was too weird, and the pay off wasn’t “big” enough for me to get over it.
For all those mom’s out there who do 99.9% of the shopping I think the sentimental one will drive more sales. Heaven save the lactating family pet that just dropped a litter.
Funny is okay, as long as it evokes good feelings as a result. Maybe it’s because I’m generally uncomfortable with where much of our food comes from, but the only thing I felt after watching that cow ad was creeped out — and grossed out.
I think the spots reflect a demographic turnover and the brands inability to decide where it wants to live. “Do we go after 18-25 Gen Y-ers who eat the cookies or do we go after X-er Mom who buys them for the kids?” Apparently they went with both. I hate that. It speaks to corporate indecision/greed. That said, the cow spot was foul.
I personally think the add is funny but I don’t think it will increase sales. I’m certainly not inclined to go buy their product just because they have a funny add.
Agree with the comments about being a little creeped out, but …
I don’t think this was a wholesale change in direction on their brand personality. Oreo has always had both “fun” and “childish/childlike” and “playful” attributes in its personality, which this ad does reflect.
It’s the added “bizarre” element that is off-character.
Having spent a number of years at Gateway I watched as the brand was poorly managed by trying to be something different than what they were. Got to the point where we thought the best add for Gateway would have been a cow being fed into the meet grinder as they considered dropping or changing the Cow Spots for something ‘new and funky’. What a waste of time and money when you have a brand that is already loved and fits with the consumers. The only update needs to be in line with the brand and can be made more interesting within the brand and not having to go for cheap sex and ad’s which do nothing in the mid or long term. New Coke, Gateway no spots, and so many others have done this with little success because it is not that smart.
I must admit that I laughed when I watched the ad. However, I do not see soccer moms enjoying that commercial in the same vein. With that said, unless Oreo is going after the male 18-24 munchie crowd then I doubt that this ad will increase sales.
I don’t understand oreo’s marketing strategy. The cow advertisement gives me no description of the oreos core concept. Compared with the older ads, which emphasize how the cookie is a perfect compliment to milk. I also feel the older ads helped with the the 18-24 year old crowd because the advertisements might have given them good memories of eating oreos as a child; Thus reconnecting them with the brand in a positive way.