Did the words “Twist, Lick and Dunk” ring a bell? You guessed it right! We’re talking about Oreo, the iconic cookie that brought families together through fun and shared moments. But what’s the secret behind Oreo’s success in India? How did this global brand carve a niche in the competitive Indian biscuit market? Let’s dive into Oreo’s effective marketing strategy, powered by digital marketing.
Oreo’s Entry into the Indian Market
When Mondelez launched Oreo in India in 2011, it faced fierce competition from established giants like Parle, Britannia, and ITC, who dominated the Indian biscuit market with a collective 75% market share. Despite being a leader in the chocolates and beverages category in India, Mondelez had to rework its strategy for the biscuit market. But Oreo wasn’t just any ordinary product—it was more than a biscuit; it was an experience waiting to be shared with families.
The brand entered the market with the goal of gaining 1% market share in its first year. The initial focus was on building awareness and driving trials. This required a strategy that included a robust digital marketing campaign alongside traditional retail efforts.
Big Idea: Fostering Family Bonds Through Oreo’s ‘Twist, Lick, and Dunk’ Ritual
Oreo’s marketing focused on the emotional connection between fathers and children. While children were the consumers, mothers—who valued family bonding—were the key customers. The ‘Twist, Lick, and Dunk’ ritual became a way to create warm, joyful moments between fathers and children, with mothers enjoying the sight of these heartwarming interactions. Oreo positioned itself as a catalyst for family togetherness, making simple moments memorable.
Creating Moments of Togetherness Through Advertising
Oreo’s advertising took a unique approach by focusing on emotions. The “Twist, Lick and Dunk” ritual became central to their messaging, as it symbolized fun, bonding, and joy. Oreo ads didn’t just show people eating a cookie—they showed families bonding over simple moments. This created a deep emotional connection with the audience.
The advertising strategy focused on two main emotions:
- Ritual of Pleasure: For children, the simple joy of eating Oreo created a sense of delight.
- Ritual of Emotion: For parents, especially mothers, seeing their kids share moments of happiness with family evoked a sense of warmth and togetherness.
The 4P’s of Oreo’s Success in India
- Product: Oreo kept its global charm but adjusted the sweetness to match Indian tastes.
- Price: Affordable options starting at ₹5 made it easy for everyone to try.
- Place: With Cadbury’s vast network, Oreo reached every corner of India, from small shops to supermarkets.
- Promotion: Heartwarming ads focused on family bonds, especially the iconic “Twist, Lick, Dunk” ritual, creating a personal connection with consumers.
The Digital Marketing Power Behind Oreo’s Success
Oreo’s digital marketing strategy played a crucial role in its brand communication. The company made sure to connect with its target audience—primarily mothers and children—through multiple touchpoints, including social media marketing, email marketing, and content marketing. Here’s how they did it:
- Social Media Marketing: Oreo’s social media channels were buzzing with engagement. The brand created campaigns around the ritual of “Twist, Lick, and Dunk,” which became synonymous with fun family moments. Their Facebook page alone amassed a huge fanbase, while Twitter and Instagram saw increased interactions, thanks to engaging posts and user-generated content.
Content Marketing: Oreo’s content was fun, simple, and heartwarming. The “Oreo Togetherness Bus” campaign, which toured nine cities, brought the joy of Oreo to consumers by creating moments of connection through the famous Oreo ritual. The brand also used email marketing to build a deeper relationship with consumers, sending out newsletters and exclusive offers.
Conclusion: Oreo’s Digital Marketing Masterstroke
Oreo’s marketing strategy in India wasn’t just about selling a cookie—it was about creating an experience that would resonate with families. From leveraging social media marketing to creating immersive experiences like the Oreo bus tour, Oreo combined both digital and traditional marketing to create a powerful presence in India.
So, what can we learn from Oreo’s marketing success? In today’s competitive world, where digital marketing agencies are helping brands create impactful experiences, Oreo’s approach shows us the importance of:
- Creating emotional connections with your audience.
- Leveraging social media platforms to engage customers.
- Ensuring your brand is visible at every touchpoint.
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Vanshika is a high-achieving student who is currently in her second year of the Integrated Program in Management (IPM) at IIM Jammu. Presently, Vanshika interns at Bharat Heavy Electricals Limited (BHEL), and earlier interned with Hindustan Unilever Limited (HUL) where she got substantial experience in project management. Before that, she honed her skills in digital marketing as an E-commerce and SEO Intern with Women Entrepreneurs India. She participates actively within the IIM Jammu community as a Student Coordinator for Anandam, Centre of Happiness and Toastmasters Club. The outstanding talent possessed by this young lady was acknowledged when she received the Reliance Foundation Undergraduate Scholar award.