Oreo – Celebrating Togetherness | A to Z Challenge

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.

Oreo Logo

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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.

Oreo

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.

 

 

Bringing togetherness

 

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.

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Do you also Twist, Lick and Dunk your cookie?

 

References:

Case study on Kraft Food’s experiences in India and China, London Business School

 

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  • author's avatar

    By: Somali K Chakrabarti

    Hi there ! I am a management and leadership coach and a ‘çlinical blogger’. Well, that’s what my family & friends call me now ! Here, I tell stories of different brands, how people relate to the brands and the values, beliefs and emotions that they associate with the brands. Hope you enjoy reading my posts.

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About the author

Somali K Chakrabarti

Hi there ! I am a management and leadership coach and a 'çlinical blogger'. Well, that's what my family & friends call me now ! Here, I tell stories of different brands, how people relate to the brands and the values, beliefs and emotions that they associate with the brands. Hope you enjoy reading my posts.

Readers Comments (13)

  1. Definitely. Thanks for doing the research on the entry strategy of Oreo in different geographies. Globalised localisation at its best

    Reply
  2. Dunk the oreo has extended indian habits forward

    Reply
  3. 22%… that’s great 😀 Now, biscuit is something I don’t like…. 😛

    Reply
  4. bhudeb chakrabarti April 18, 2015 @ 4:33 am

    An excellent update on the well known American Cookie Brand .

    Reply
  5. Well, I love biscuits and Oreo is my favorite… 🙂 🙂

    Reply
  6. historysleuth1 April 20, 2015 @ 1:54 am

    I want to try Oreos from China and India! “Cause a kid will eat the middle of an Oreo first and save the chocolate cookie outsides for last.” (I bet you’re humming that commercial now. 😉
    History Sleuth’s Writing local history – Blogging A-Z

    Reply
  7. Pranab chakraborti April 20, 2015 @ 4:44 am

    A great post. Lots of information. Good going. Nice that you have selected A to Z.

    Reply

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