Launching Better Brands for Tougher Times Jos McNulty

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Launching Better Brands for Tougher TimesJos
McNulty
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The Oreo Launch Story

• 3 Learnings for today
• Global is good
• Thinking big is better
• Insight beats research

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Just in case you missed it...
Three basic fundamentals
Moments of childlike delight family togetherness
Instantly recognisable flavour, colour embossing
Unique Ritual
Source Euromonitor 2007
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TVC Father / Son - US
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Oreo is a globally consistent brand

• A consistent global positioning and execution
• Based on a universal insight
• Strong local empathy in more than 30 different
  markets

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Son/Father China
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Son/Father Greece
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Son/Father Netherlands
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A vast portfolio...
Part of US portfolio
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Plenty of examples for inspiration..

• I
• Student Programmes

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So how did we launch it in the UK?
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Oreo was not 100 New to Uk

• Background - 2007
• Oreo a 1M brand in UK via a distributor
• Nothing new to the trade
• Low consumer awareness 0 unaided, lt30 aided
• Kraft took control July 07
• UK team initially unimpressed
• Itll never work here
• Its just a black biscuit
• We already have plenty of sandwich biscuits

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Launching Better Brands for tougher times

• 3 Learnings for today
• Global is good
• Thinking big is better
• Insight beats research

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Best of Global?

• Global case studies
• Fast-track development
• Speed to market
• NOT a way to save TV production

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Best of Global? Best of Local

• The Local UK Consumer
• Puts her biscuits in a Biscuit Barrel
• Rejects perfect family imagery
• Likes dunking, but in tea not milk

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Boy/Dog US best performing Oreo ad in research

• But too American for UK Audience
• And legal issues with script

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Boy/Dog UK
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Successful UK advertising
But this success is in line with Oreo around the
world
Other Countries
Norm
UK
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Simple Twist, Lick,Dunk Communication
48 Sheet Panels
Bus T Sides
6 Sheet Panels

• Gave the UK the language to talk about Oreo.

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And Britain is Talking About Oreo
Daily Mirror 06/05/08
The Grocer 15/03/08
Daily Mail 26/06/08
Devon April
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Launching Better Brands for tougher times

• 3 Learnings for today
• Global is good
• Thinking big is better
• Insight beats research

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Thinking Big If you dont, they wont

• The UK Local Trade
• Had seen Oreo presented several times before
• We needed to convince them we mean business
• Give you 12 weeks to succeed or fail for NPD
• So we had to invest in store to ensure success

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Thinking Big - Multiple Formats key to Success
Everyday Treats

• Oreo 165g
• Oreo 176g
• Mini Oreo 115g
• Oreo 66g

Biscuit barrel favourite Lunchbox
companion Snacking sharing On the Go
Lunchbox / Choc bisc bars
Kids Treats
Con/ AFH
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Thinking Big - 5 Integrated retailer support
Security covers trolley media
Joint sampling with Cravendale
Gondola end with Shipper
Online shopping branding
Pictorial shelf barker
6 million door drop leaflet
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Trial - Benchmarked vs Total Grocery Average
The Results? Trial outperforms benchmarks
Total Oreo (inc Mini)
marketTotal Sweet
Source Homescan
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Launching Better Brands for tougher times

• 3 Learnings for today
• Global is good
• Thinking big is better
• Insight beats research

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Insight is better than research

• Initial research said No Go
• Consumers often respond very literally
• The Oreo insight is universal and powerful
• And in this case, has been proven

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This is how consumers respond to a great brand

• Oreo Rap