Twist, Lick, Dunk: The Oreo Experience

Oh Oh Oreo!
Posted March 25, 2013 By David Coggins in Personal, Twist, Lick, Dunk: The Oreo Experience With | 1 Comment
This is the third post in my series “Twist, Lick, Dunk: The Oreo Experience.” In this series I plan to explore the ways that Oreo (both the brand and product) is captivating consumers.

For my final post in this series on Oreo I wanted to touch on the social media presence of Oreo. Oreo has a massive following on Facebook, but I believe the work that its social media agency 360i is doing on Twitter is truly incredible. 360i has been creating several daily images that relate to current events and major topics of conversation.

In fact, their quick work during the Super Bowl produced the famous “Dunk in the Dark” image that was, “shared on Twitter and Facebook more than 20,000 times and garnered 430 million earned media impressions- that’s 4x the number of people who tuned in to watch the game. Wired magazine declared Oreo as the Super Bowl winner, and Adweek even ranked the tweet as one of the top five ‘ads’ of the night.”

As I’ve talked about in my previous posts, Oreo is dominating its market. So why are they putting out so much creative material?

The answer is that 360i is creating a brand personality and is bringing it to life via social media. Simply put, they have found a way to express the brand’s characteristics and values in a conversational way. By continuously releasing humorous and creative media, Oreo has associated itself with playfulness and witty commentary.

To read more on how Oreo is playing out its brand personality you can check out these excellent articles:
- From the 360i blog about their back and forth with AMC theaters: Corporate Twitter Wars
- Great article from AdAge about the latest Twitter war between Oreo and Kit-Kat: Tic-Tac-Toe
Disclaimer: I am not affiliated with Oreo or its parent companies Nabisco and Mondelez International Inc. All images and trademarked property belong to Mondelez International and/or its affiliates
Milk’s Favorite Cookie
Posted March 6, 2013 By David Coggins in Personal, Twist, Lick, Dunk: The Oreo Experience With | 2 Comments

This is the second post in my series “Twist, Lick, Dunk: The Oreo Experience.” In this series I plan to explore the ways that Oreo (both the brand and product) is captivating consumers.

The Oreo Cookie- Mini, Regular, & Double Stuffed

Today is the 101st birthday of Oreos! As if you needed another reason to enjoy a delicious Oreo today.

Health food may be good for the conscience, but Oreos taste a hell of a lot better.Robert Redford

In my previous post (Twist, Lick, Dunk) I mentioned that since its creation 1912, the Oreo has remained the #1 selling cookie in America. Talk about unbeatable records!

During that time, the Oreo has seen several changes though.

1920’s Oreo

The original “Oreo Biscuit” was first developed and produced by the National Biscuit Company (Now known as Nabisco). What many people don’t realize is that Oreo is actually an imitation cookie. Say it isn’t so! Oreo was an imitation of the Hydrox cookie which had been created almost 4 years earlier. Unfortunately for Hydrox, its cookie was mistakenly assumed to be the knockoff due to its tangy, less-sweet filling.

In 1921 the Oreo biscuit was renamed to “Oreo Sandwich”, and in 1948 it was renamed again to the “Oreo Creme Sandwich.” It made its final name change to the “Oreo Chocolate Sandwich Cookie” in 1974. Let’s do ourselves a favor and just call it Oreo from now on.

But the chocolate cookie and the delicious creme are not the sole factors in what makes Oreo such a captivating product. Oreo is what I would call an “interactive food.” Oreos allow- rather, they encourage- consumers to be creative when eating them. From dunking them in milk, twisting them apart, eating the creme first or eating cookie first, or even gobbling a handful whole there’s no end to the ways you can eat an Oreo. This makes the way you eat an Oreo a thought out decision, and it makes the process personal to you.

You don’t even think about it, but everyone has their own exact process for an Oreo. I can distinctly remember as a kid making sure that I separated and ate the creme from the cookies and then ate the cookies. It has been and always will be the way I eat an Oreo.

Regular vs. Mega Stuf

Oreo has also expanded its options. From the mini Oreo to the newly released Mega Stuf, there are a plethora of options to partake in the Oreo experience. Whether you’re enjoying Chocolate, Birthday Cake, Peanut Butter, Mint, or even Berry Burst you always know you’re going to enjoy an Oreo.

Disclaimer: I am not affiliated with Oreo or its parent companies Nabisco and Mondelez International Inc.
Twist, Lick, Dunk
Posted March 1, 2013 By David Coggins in Personal, Twist, Lick, Dunk: The Oreo Experience With | 3 Comments
This is the first post in my series “Twist, Lick, Dunk: The Oreo Experience.” In this series I plan to explore the ways that Oreo (both the brand and product) is captivating consumers.

Today I’m talking about Oreos and Oreos are unquestionably delicious. Admit it; just the thought of an Oreo right now has you salivating.

Look at that cookie!!!

Since its creation 1912, this simple food has remained the #1 selling cookie in America, and a staple of households and pantries worldwide. In fact, Oreo was the best-selling cookie in the entire 20th Century! And let’s be honest, it’d take a miracle for another cookie to unseat the Oreo in the 21st.

But Nabisco has made their scrumptious little cookie more than just a treat. Oreo has an identity and an extraordinary community behind that identity.

“Oreo has a Facebook community of more than 25 million Oreo lovers around the globe, representing 200+ countries and dozens of different languages. Oreo ranks among the top five brand Facebook pages in the world!“Oreo 100th Birthday Fact Sheet

There are two main components that I believe have led to Oreo becoming such a success.
- The Oreo cookie
- The Oreo community and its social relevancy
I will dive deeper into both of these components in following posts. Join me as we delve into what exactly makes up the Oreo experience.

Disclaimer: I am not affiliated with Oreo or its parent companies Nabisco and Mondelez International Inc.