Oreo’s ad strategy blends family, nostalgia and playfulness to strengthen market leadership

Mondelez-owned Oreo’s advertising strategy from April to September 2024 effectively integrated nostalgia, family values and playfulness, capturing a broad audience through diverse campaigns. By leveraging emotional connections and cultural relevance, Oreo rejuvenated its brand appeal and reinforced its market leadership, resonating deeply with consumers across various demographics and regions, according to the Global Ads Platform of GlobalData, a leading data and analytics company.

Smitarani Tripathy, Social Media Analyst at GlobalData, comments: ‘Oreo’s advertising approach over the last six months, succeeded in balancing timeless values with contemporary trends. Each campaign cleverly adapted to its market, whether through cultural integration or product innovation, ensuring Oreo remains a favourite globally.’

Below are the key focus areas of Oreo’s advertisements strategy, revealed by GlobalData’s Global Ads Platform:

Family bonding and togetherness

Oreo ad “Let’s Have Unlimited Fun Together” emphasised creating shared experiences through simple pleasures. It consistently highlighted familial connections, encouraging parents and children to engage in joyful interactions with Oreo cookies, making them synonymous with togetherness and love.

Nostalgia-driven engagement

Oreo tapped into the power of nostalgia, as seen in collaborations like the “Pac-Man” and “Star Wars” campaigns. These ads transported viewers back to fond memories while associating them with the comfort of snacking on a familiar product. This strategy fostered both new and old connections, targeting consumers who appreciate iconic cultural references.

Fun and playful interactions

The element of play is central to Oreo’s positioning, often demonstrated through imaginative ad campaigns like “OREO x Coke” or the animated “Pac-Man” ad. Oreo positioned itself as a product that enhances playful moments, making snacking a fun and light-hearted experience for all.

Cultural and regional relevance

In regions like Saudi Arabia, Oreo tailored its messaging with a deep cultural integration, as seen in “The Oreo Collection”. The ad not only featured traditional cultural motifs but also incorporated modern technological elements like Augmented Reality (AR), blending heritage with innovation to appeal to local consumers.

Product collaboration and innovation

Oreo effectively used co-branding to create compelling narratives around its cookies. Campaigns like one featuring Coca-Cola created a synergy of flavours and experiences, positioning Oreo as versatile and adaptable to various consumption contexts. These collaborations appeal to a younger audience seeking new and exciting combinations.

Tripathy concludes: ‘By adeptly tapping into the emotional connections and cultural relevance, Oreo not only effectively engaged a broad audience but also reinforced its position as a leader in the confectionery sector. This approach underscores Oreo’s ability to stay relevant and innovative, even in a saturated market.’