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Oreo Occasions 20 June, 2011

Group 1: John Froman Megan Gravelyn Monika Kerr Abagail Smith Kylie Zavadil


John Froman-- Megan Gravelyn--Monika Kerr-- Abagail Smith-- Kylie Zavadil

Table of Contents Creative Brief.....................................................3 SWOT Analysis...................................................4 Consumer Profile...............................................5 What? Why? How?............................................6 Media..................................................................7 Events................................................................8 Examples of Graphics......................................10

Additional Ideas...............................................11 2


John Froman-- Megan Gravelyn--Monika Kerr-- Abagail Smith-- Kylie Zavadil

What is an Occasion? We want our target market to associate the Oreo brand with an occasion. An occasion is more than a moment. A moment is fleeting, gone in seconds. It’s a brief period of time. An occasion is grandiose. It’s a celebration, a memory one keeps tucked away to keep close. An occasion is a collection of events, social functions and experiences; a chain of instantaneous moments tied together by time shared with others, and often the most memorable and heartfelt occasions are those spent with loved ones.

Creative Brief Biscuits are naturally fun. The main reason OREO is able to differentiate itself in this heavily saturated market is through the ritual, “Twist, Lick, and Dunk.” We believe that the experience of eating an OREO, because of the ritual, is an occasion in itself. This belief inspired the theme for our campaign launch, “OREO is more than a cookie, it’s an occasion”. We believe this will help separate OREO from other biscuits. Our campaign is geared to mothers with kids between the ages of 6-12. Our goal is to engage these mothers in the OREO brand and the launch of OREO in the Czech Republic and Slovakia. Our campaign is composed of two family friendly events; “Light the Night with OREO” and “Winter Weekends with OREO”. Leading up to the events, several media outlets will be used to build buzz and reinforce the idea of TLD. The media outlets can be viewed in their entirety below, but the categories include: traditional TV advertisements, in-store promotion, out of home advertising, social media, guerilla marketing.

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John Froman-- Megan Gravelyn--Monika Kerr-- Abagail Smith-- Kylie Zavadil

SWOT Analysis Strengths

Weaknesses

Opportunities

Threats

Ritual

Milk Pairing

Brand Growth in the Future

Misinterpretation of Ritual

Current 6-12 yr. Olds Can Become Brand Ambassadors

Heavily Saturated Market

Many Marketing Avenues

Lack of Store Cooperation

Packaging- Color

Sweetness

Targeting Different Groups

Nutritional Value

Iconic Brand

No Awareness of Oreo Brand

Partnering with Restaurants

Distinct Taste

Sponsoring School Supplies

Emotional

Sponsoring Charities

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John Froman-- Megan Gravelyn--Monika Kerr-- Abagail Smith-- Kylie Zavadil

Consumer Profile Marketa 24-35 Married with two children Nurturing mother of kids 6-12. Family income per month is 33,000 Kc Committed majority of her life to being a caring wife and mother; raising healthy, disciplined and overall happy children. In order to keep the family healthy there’s an emphasis placed on home cooking, and meals as well as snacks are prepared in the morning and afternoon. Enjoys being sociable, reading Czech weeklies and woman magazines, spends time at home engaging various social media outlets. However, most of all values free time with her kids. Internet usage falls between browsing health forums, shopping, visiting social media sites: FaceBook and Skype.

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John Froman-- Megan Gravelyn--Monika Kerr-- Abagail Smith-- Kylie Zavadil

What? Why? How?

What: Campaign: “Oreo is more than just a cookie, it is an occasion”

Why: The ritual of twist, lick and dunk creates an occasion for parents and children to make memories and celebrate the unique link between parent and child, while simultaneously instilling positive family values.

How: Our campaign, “Oreo is more than just a cookie, it is an occasion” is utilizing several platforms of media, which will engrain in the minds of consumers, the twist, lick and dunk ritual and association of Oreo with a special occasion, moment and family bond.

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John Froman-- Megan Gravelyn--Monika Kerr-- Abagail Smith-- Kylie Zavadil

Media In Store Promotion: •In store displays •Floor Graphics •In-store Sampling •Pop up display OOH Promotion: •Oreo Mobile •Bike Rentals •Crop Circles •Airport Stands •Billboard •Zoo Advertisements/ Vending Machine? Social Media: •Facebook/Twitter •RFID •“Oreo is more than an occasion, it’s a _______ “ contest Guerilla Marketing: •3D Chalk •Direct Mailing Interactive Marketing: •Interactive Billboard

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John Froman-- Megan Gravelyn--Monika Kerr-- Abagail Smith-- Kylie Zavadil

Events Light the Night with Oreo September 2011 •Czech

Republic (Prague, Brno, and Ostrava) •Slovakia (Bratislava, Kosice, Presov) Light the Night with Oreo is our take on an occasion. We are creating this event for families to come together, make memories, and celebrate. The main event is a light show; body images will be projected onto a screen, along with OREO cookie graphics. Also, professional dancers could be involved to incorporate components of the Twist, Lick and Dunk ritual (dancers would be performing back flips to represent twist, OREO cookies would be cascading into glasses of milk to demonstrate dunk). Along with the light show, there will also be a handful of other fun activities that tie in the ritual. For instance, inflatable OREO obstacle course (integrating all stages of ritual), OREO Dunk Tank, not to mention takehome souvenirs (customized green screen photo of the attendees in form of a key chain). This event will also offer plenty of opportunities to sample OREO cookies and OREO themed foods (OREO cookies paired with ice cream, and offered as a topping with yogurt, etc.). Attendants of this event will find themselves in a lively and up beat environment, a perfect setting for delightful moments that children and parents are sure to never forget, all while enjoying music by a family friendly DJ. Competition: Participants will also have the chance to partake in our contest, “Oreo is more than a cookie, it is a ________”.The winner shall be decided by votes submitted online by the general public. By winning this competition, the recipient will receive a 426, 000Kc grant to aid in the purchase of new supplies, e.g. books, computers, pens, pencils, etc. This event will be partnering with UNICEF and all proceeds will go forward in support of the charity

--Attached are some images of our media that we will be using--

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John Froman-- Megan Gravelyn--Monika Kerr-- Abagail Smith-- Kylie Zavadil

Oreo’s Winter Weekend January 2012 •Czech

Republic (Prague) •Slovakia (Bratislava) •12:00-22:00 (runs for 3 days in each city) •‎'Winter Weekends with Oreo" is our winter occasion to facilitate in the launching of OREO in the Czech Republic/Slovakia. This event is set to occur the same month as the OREO launch. Events include Ice skating, fire works show, toboggan slide,and even an ice sculpture competition between local ice sculptors. In this event we maintain our common theme of providing occasions for families to come together, make memories and celebrate. Goal of this event is to encourage parents and their children to include Oreo in all of their future family occasions and everyday childlike moments. Twist, Lick and Dunk will be reinforced in all our activities offered at Winter Weekends.

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John Froman-- Megan Gravelyn--Monika Kerr-- Abagail Smith-- Kylie Zavadil

Pop Up Display

Direct Mail Piece

Bike Rental

Promotion Car

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John Froman-- Megan Gravelyn--Monika Kerr-- Abagail Smith-- Kylie Zavadil

Additional Ideas

iPhone App

Different Flavored Oreos Around Holidays

Cooking Show with Oreo Sponsorship

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John Froman-- Megan Gravelyn--Monika Kerr-- Abagail Smith-- Kylie Zavadil

Conclusion The Oreo brand is distinct. The “Twist, Lick and Dunk” ritual positions Oreo as a unique cookie, one we believe will stand out in this saturated biscuit market. Our campaign, “Oreo is more than just a cookie, it is an occasion” celebrates the special ‘occasions’ parents and children share while eating Oreos. We chose the word “occasion” because they are grandiose. It’s a celebration or experience marked by fond memories and playful interactions. To emphasize this point, we’ve created two main events, organized on a large scale in order to bring communities, families, and the OREO brand together. Our campaign is actually an occasion within itself; an entire 360˚ communication plan. The 360˚ media plan instills the TLD ritual in the mind of consumers as while as the association between “occasion” and Oreo. We believe when someone picks up an Oreo, they are not just eating a cookie, but rather creating heartfelt experiences with the people they hold close to their heart.

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