Oreo, the world’s favourite cookie for over 100 years, is my brand for today’s #AtoZChallenge, for the theme ‘Brands that people identify with’.
Growing up from its humble beginnings in a Nabisco (National Biscuit Company) bakery in New York City, the hundred plus cookie brand is the bestselling cookie brand of the 21st century.
The World’s best-selling cookie
Until the mid-nineties, Oreo was ‘America’s best loved cookie’ that was relished by Americans who would twist it open, lick the cream inside and then dunk it in milk.
In 1996 Kraft looked eastwards, and launched Oreo in China. Initially not a big hit with the Chinese, Kraft gradually learned to adapt to the local tastes of the Chinese consumers. Thus, came up the new Chinese Oreo with four layers of crispy wafers filled with vanilla and chocolate cream, coated in chocolate.
After Kraft bought out Cadbury in 2009, Oreo entered India through the import route, but the imported cookies were prohibitively expensive for the value-conscious Indian masses.
Taking up cues from their Chinese success story, Kraft decided to launch Oreo in India, where Cadbury is a well known brand. In 2011, Oreo was launched with the name as Cadbury Oreos, in India. The product, was sweetened to suit the Indian palate, made using locally-sourced ingredients, and sold in smaller size and competitive prices.
We Indians are big time biscuit eaters.
India is the world’s biggest market for biscuits with a market share of 22 per cent in volumes compared with 13 per cent in the US. – Nielsen Report
The company used the notion of togetherness to sell Oreos in India. The concept resonates the Indian context of valuing the family and has successfully created emotional bonding between the brand and consumers. The television commercial shows a father and his child connecting & bonding over the ‘Twist, Lick and Dunk’ ritual.
Today, Oreo is more than just an American brand. It is present in more than 100 countries, with China occupying the No. 2 slot.
Do you also Twist, Lick and Dunk your cookie?
Case study on Kraft Food’s experiences in India and China, London Business School
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