Oreo begins biggest marketing push in Australia

Sarah Homewood
By Sarah Homewood | 6 May 2016

Oreo has upped its investment in the Australian market, bringing a new platform Down Under, as the brand aims to shift from being a snacking favourite to a formidable brand.

Oreo is part of the Mondelez family and recently launched Oreo Thins in this market, which is one of the brands biggest product developments to date.

Oreo senior marketing manager Sara Black told AdNews that by launching Oreo Thins in Australia the brand can now give consumers more options, including a lighter snacking option.

“Our key focus is on transforming Oreo from the world’s favourite cookie to one of the world’s most iconic brands,” she says.

“To achieve this, we are dedicating marketing activity to Wonderfilled, a brand platform new to Australia, and Oreo Thins, our biggest product innovation to date.

“We believe Australians will really welcome this exciting new twist to their favourite cookie, just as other markets have. We are hoping to replicate the success we have experienced in the USA and China, here."

To celebrate its 100th birthday, the brand originally used Wonderfilled and it's now brought the concept to Australia with creative recreated by AJF Partnership. Black believes that this new creative may shift how consumers locally consume and interact with the brand.

“We understand that historically, Oreo has been associated with twisting, licking and dunking. This is a part of the Oreo story and we are proud so many people around the world have embraced it,” she says.

“The Wonderfilled concept underpins all our integrated marketing efforts and we look forward to how consumers will interact with Oreo here moving forward.”

While Black wouldn't be drawn on how much the new marketing and product push cost, she indicated that it is the brand's biggest ever marketing investment in Australia.

“Having rolled out the Wonderfilled brand platform in Australia earlier this year, it’s only natural we focus our marketing efforts on conveying the Wonderfilled message and engaging audiences. Our sales have grown at 19.8% this past year and in response to our growth, investment into Oreo has increased,” she revealed.

When it comes to the channels the brand is investing in locally, Black says Oreo is engaging with experiential marketing more than ever before.

"We have designed our upcoming Oreo Thins consumer activation to help them literally discover that there is a whole new side to Oreo," she explains.

"We will be providing consumers with an experiential experience that will play with their perspective and challenge what they really see. This ties back to Thins, as we are playing with the idea that the Thin cookie looks the same when viewed front on, but once turned, begins to show the whole new side."

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