Oreos! Milk's favorite cookie. Everyone loves them, and why? They're a simple treat that has been around for decades. They bring us back to our childhood and we want to pass those memories on to our own children. And that is their value proposition: they're great with milk and they've always been there for us.
Oreo has been around since 1912, how have they managed to stay relevant and how will they continue to be? One thing is for sure, they're fans love them and can't get enough. Is it even possible to be disappointed with an oreo?
People usually say cigarettes would likely be the post-apocalyptic currency, saying oreos would be implies this person thinks they are equally addictive and valuable to society.
There are many comments like this, saying something about eating a whole pack at once. The oreo-lover's shared taboo and a relatable saying to share.
Oreos bring back our childhood for a moment and inspires it's fans to get creative. Many customer comments mirror the playful disposition the company presents. Oreo takes the time to respond to many customer posts and do so in a casual, playful manner.
Oreo's success is not all due to a fabulous product and long-standing reputation. They've maintained their relevance by being a very creative company, coming out with new flavors and different ways to adapt the oreo into other dessert products. They pay attention to their customers and market to them through multiple social media platforms giving their brand a fun, kooky personality that appeals to oreo-lovers.
Oreo is currently doing a 'guess the mystery flavor' competition and their customers are loving it! They are also simultaneously pumping up their Halloween oreo and jumping on any opportunity to respond the community's oreo related comments.
Another thing to be admired about Oreo's marketing team is their ability to respond to advertising opportunities with a quickness. When the power went out during the 2013 Superbowl Oreo went straight to twitter to throw out this quip:
While Oreo does a fantastic job at marketing to their main demographic, I can't help but wonder if they could be alienating a potential customer base with their playfulness. People who don't enjoy silly behavior may still like cookies. Also, they could expand their social media advertising techniques by incorporating more storytelling vs using primarily quips.
By looking at Oreo's success we can see the value in creating a personality for your brand, marketing on multiple platforms, and taking advantage of opportunities for real-time marketing. Staying relevant takes round the clock maintenance, my hat is off to the team over at Oreo.
Citations:
https://www.thedrum.com/news/2016/07/10/marketing-moment-101-oreo-wins-super-bowl-dunk-dark-tweet
https://www.entrepreneur.com/article/335485
https://twitter.com/Oreo
https://www.facebook.com/OREOUnitedStates/
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