What’s next for the U.S. cookie king- how about global domination? After being on top of the domestic cookie market for nearly 100-years, Oreo is now hoping to recreate the magic internationally. First stop: China.
Trying to tailor Western brands to Eastern tastes is not always an easy journey. Oreos were first introduced to Chinese consumers in 1996. After years of stagnant growth, Oreo launched a consumer research study that uncovered some interesting insights. They learned that traditional Oreos were too sweet for Chinese tastes. Also, the packages of 14 Oreos priced at 72 cents were too expensive. After experimenting with numerous prototypes, Nabisco arrived at a formula that tasted right and a package size that was affordable.
Then Oreo began a grassroots marketing campaign to educate Chinese consumers about the magic of Oreos and milk. Here are my four key elements of a successful marketing campaign:
- get exposure
- create intrigue
- craft a memorable experience
- generate momentum
Here is how Nabisco set out to accomplish all of these. They established an Oreo apprentice program at 30 Chinese universities. Ten applicants were selected from each school to become Oreo Brand Ambassadors. The students were given bicycles outfitted with wheel covers resembling Oreos and were charged with handing out cookies to the multitudes. Oreo themed basketball games were hosted in an effort to reinforce Oreos and dunking. The bicycle campaign worked. By 2006, Oreo had displaced long-standing brands and established itself as the best-selling cookie in China.
Oreo is currently focused on growing its European business. In a society steeped in the centuries old tradition of tea and biscuits, Oreos are viewed as a long-shot. Brits are patriotically loyal to regional brands and locally produced chocolate. Dunking is considered crude. Becoming the best selling cookie in Europe will not be easy….but it will happen. After hooking us on American Idol, they owe us one.
