Like Oreos? You’re not alone. Whether you are a fan of the chocolaty cookie and creamy center or a fan of creative marketing tactics that stand out from the pack, there are many reasons to love Oreo.
In a year that marks the sandwich cookie’s 100th anniversary, it seems as though I have read and heard more about its marketing than I have about the product itself. While this is likely the result of selective attention, Oreo’s marketing is teaching five big lessons:
Think More Visually
Whether you liked Oreo’s tribute to the Mars Rover landing or its tribute to the anniversary of landing on the moon, your attention has likely been grabbed by one or more of the unique cookie artworks that Oreo has created to recognize milestones. These creative cookies are eye-catching, thought-provoking, and visually appealing. Most importantly, there is no denying that the artist’s canvas was an Oreo, allowing for the brand’s identity to shine through.
Be Timely
By tying its cookie masterpieces in with timely events and observances, Oreo has been able to generate significant attention for its work, be it from media or social media users. Who doesn’t like to generate attention for good marketing? While some industries will have to dig deeper to find marketing angles that are not only timely but relevant to their target audiences, this key marketing component cannot be overlooked.
Be Creative
The Olympics may not be the first thing that one associates with cookies, but it’s an association that worked for Oreo. Five gymnasts, five gold medals, five vanilla Oreos. Regardless of how familiar people are with a brand, creativity is key. Getting people to think about a product in a new way and/or find a new use or application for a service can help to sustain relationships with existing customers and get on the radar of prospective clients.
Spark Conversation
What can you do to get people talking? Oreo developed a series of cookies that commemorated milestones. They shared the images on Facebook, people started talking about them on Twitter and media began writing about their efforts. While your company may not sell cookies, you can still develop marketing that sparks conversation. Think about how you can blend traditional and social marketing techniques to get people buzzing about your brand.
Be Consistent
As noted previously, the brand consistency reflected in Oreo’s marketing efforts is stellar. Whether it has a rainbow filling or is missing half of the cookie and has an imprinted filling, there is no question that it is an Oreo. Oftentimes, companies get so caught up in trying to develop out-of-the-box marketing that grabs people’s attention that the branding gets left in the dust. Focus on developing a creative marketing campaign – be it traditional, social or integrated – that is consistent with your brand. This combination will provide optimal value and ensure the campaign promotes a positive brand association.
Beyond remaining consistent with the brand, Oreo has done a great job of maintaining a consistent stream of content. While there was certainly an opportunity to generate attention for just one commemorative cookie, they clearly developed a strategy and timeline that focused on not only creativity but the frequency. There is always value to a great idea, but there is often more value within a series of great ideas – increased opportunity to grab someone’s attention, time to build anticipation among target audiences for what’s next and, of course, more positive attention for the brand.
While thinking like Oreo is more challenging in some industries than in others, there is always an opportunity to put a new twist on your marketing campaigns. By finding creative ways to grab people’s attention and tying-in with timely events and observances, one can develop marketing campaigns that resonate with target audiences and build a buzz.
