CASE STUDY

OREOTHINS

COMM 330

Kilie Ellison

Brenna Pincock

Isaac Yeanoplos

Tanner Robinson

Jenna Peterson

CONT

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03045-67-809

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M I S S I O N / G O A L S / O B J E C T I V E S

B R A N D H I S T O R Y

S T R A T E G I E S / T A C T I C S / S T R U C T U R E

T A R G E T A U D I E N C E

P A S T I M C

P R E S E N T I M C

F I N A N C I A L S

B R A N D A W A R E N E S S

A D V E R T I S I N G E F F E C T O N S A L E S

C O M P E T I T I O N

B R A N D C O P Y

C R E A T I V E B R I E F

S O U R C E S15

OREO THINSA skinnier version of the beloved cookie, OREO, was released on July 13, 2015. These delicate cookies were released in three flavors, chocolate and golden wafer with OREO cream in the middle, and chocolate mint. These new cookies are 35 calories each and are 66% skinner than a normal OREO. These particular cookies are not designed to be dunked in milk and pulled apart, but certainly can be. It is a treat that shook the snack world. A “new spin on thin” can be appealing for those watching their wast lines but is a more sophisticated, delicate treat. This cookie strongly appeals to women (MORE DETAIL). On June 14, 2016 the first new flavors to OREO Thins were introduced, Lemon and Chocolate Cream. Then, in April of 2017 two additional flavors were introduced to the thin family, Salted Caramel and Coconut. The eightieth flavor made an appearance on June 5, 2018 with it being a Pistachio flavor creme with chocolate wafers.

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BRAND HISTORY

CALORIE COUNT/SERVING - 4 COOKIESOriginal OREO Thins - 140 cal.

Lemon Creme OREO Thins - 150 cal.Pistachio Creme OREO Thins - 140 cal.

Chocolate Creme OREO Thins - 140 cal. Mint OREO Thins - 140 cal.

Golden OREO Thins - 140 cal.

Coconut Creme OREO Thins - 140 cal.

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MISSION"A new spin on thin. OREO Thins are a crisp, delicate, and delicious twist on the classic OREO cookie you know and love.”

A crisp and delicate take on the classic OREO to appeal to people watching their waistlines and who want a more

sophisticated snack.

To launch an evolving cookie that can be thinner, lower calorie and become a snack food. Laptops, phones and tablets get thinner and thinner with each release or product update and OREO is evolving with the times.

OBJECTIVES

GOALS

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STRATEGIES

TACTICS

STRUCTURE

Deliver unmistakable flavor and fun

consumers know and love in a new, lighter

way.

OREO launched a social media campaign

positioning the cookie as a sophisticated alternative

to the original cookie, with instructional videos on how

to “properly” enjoy the treat, pinky up and all.

OREO is following ‘thin’ cues in

technology and putting a sleek

and modern spin on a classic.

CURRENT TARGET AUDIENCE:Caucasian women Ages 25+ Have other types of employment (more professional)Did not graduate from collegeHas a high household incomeEnjoys watching the Food Network, Hallmark, Home and Garden Television, and FOX newsOccasionally reads from People and Parade Carrier magazinesEnjoys spending time on FacebookSpends a good amount of time on Amazon, Gmail, and Google mapsVery interested in the news and weather

TARGET AUDIENCE

FUTURE AND DESIRED TARGET AUDIENCE:

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Adults ages 25+ Adults who think regular OREOs are too fatty and unhealthy

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PAST ADVERTISING

OREO Thins have yet to implement a PR

campaign specifically for the brand.

OREO sponsored a party thrown by Neil Patrick Harris and he then posted about it on his social media reaching

out to his millions of followers. Oreo Thins have yet

to implement event marketing specifically

for the brand.

OREO Thins was advertised with various clever

outdoor ads as well as a couple TV ads

that highlighted the sleek and slim feel.

In Singapore, OREO Thins placed claw

machines with a new flavor for people to try their luck in a

unique way.

PUBLIC RELATIONS

PROMOTIONS

EVENT MARKETING

NEW MEDIA

DIRECT MARKETING

ADVERTISING

Oreo Thins have yet to implement direct

marketing specifically for the brand.

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PAST ADVERTISING CONT.

Video Ads

TV commercial from December 2018

Strategy: Help consumers see that OREO Thins have less calories per cookie.

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PRESENT ADVERTISING

Under the Original OREO brand.

Bite-sized OREO Thins because of the success they have seen with OREO Thins, they introduced Bite-Sized OREO Thins for even more

convenient snacking.Pop up marketing event. In

exclusive markets, they have set up small pop up shops on the sidewalk to encourage people to try OREO Thins. This also hits their target

audience of people who are more active.

“Thinner Than….” campaign. This was to show how OREO is evolving with other objects in

the world. Electronics are getting thinner and so are

OREOs. It is also a very visual campaign comparing the actual size or OREO Thins.

YouTube Video. This video has been promoted on Facebook, Instagram and Twitter. It is very

modern and appeals to the younger audience.

PUBLIC RELATIONS

PROMOTIONS

EVENT MARKETING

NEW MEDIA

DIRECT MARKETING

ADVERTISING

Under the original OREO brand.

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PRESENT ADVERTISING CONT.A number of different print ads that portrayed the new OREO Thins as sleek and sophisticated like the latest electronic devices.Only two different commercials had been produced for USA TV commercials.

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FINANCIALS

$710.6 million

$268.2 million

$125.2 million

OREOOriginal

OREO Double Stuf

OREO Thins

From 2016 to 2017 OREO Thins sales rose 58% to a reported $127.2 million according to adage.comNot much other information is available due to OREO Thins still being a young brand

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ADVERTISING EFFECT ON SALES

Since 2015 when OREO Thins were released, they have been a profitable product. Marketed as a sleek sophisticated healthy alternative to the traditional OREO. The target audience was health conscious women. Though significantly less profitable than the traditional and Double Stuff OREOs, in 2017 OREO Thins made $125.2 million in sales. Not bad for a cookie half the size of a regular OREO. The advertising used had a large impact because before 2015, OREO Thins did not exist. The strategy was focused more on gaining exposure to the new product rather than just maintaining the same advertising strategy as other OREO products.

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BRAND AWARENESS

42,697,505 page likes41,399,947 page followers

Only “OREO” brand pages, no "OREO Thins" individual page

2.5 million followers

835K followers

256K subscribers

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COMPETITION

Nabisco manufactures cookies and snacks. OREO Thins are one of their many products. OREO Thins are competing against other Nabisco products including their very own OREO products.Some common Nabisco products include:

TriscuitArrowrootBelvitaCheese NipsChips Ahoy!Rice ThinsFig Newtons

NillaNutter ButterOREOGood ThinsKraker BranMallomarsWheat Thins

Voortman Cookies is OREO's #1 outside rival, located in Burlington, Ontario. Voortman Cookies generates $5M less revenue than Oreo.

Leaf Brands is another top competitor. Leaf Brands is headquartered in Newport Coast, California. Leaf Brands generates 19% the revenue of Oreo.

Interbake Foods is seen as one of OREO's top competitors as well. Interbake Foods headquarters is in Henrico, Virginia. Interbake Foods has 71 more employees than OREO

Premium SaltinesChicken in a BiskitRitz CrackerTeddy GrahamsToasted Chips100 Calorie PacksWheat SquaresNabisco Classics

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BRAND COPY

The copy for OREO Thins conveys a sense of a more sophisticated lifestyle. The advertising is aimed towards adults and those who want to live a healthier lifestyle. The copy focuses on how much thinner the OREO Thins are, making it better for a more health conscious person to eat. Most copy in some ads expresses that the flavor is still amazing and you can enjoy it without the guilt, extra calories, etc.

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CREATIVE BRIEF

To create awareness towards the newest OREO product that is geared towards the more health conscious consumer.

WHY ARE WE ADVERTISING?

WHO ARE WE TALKING TO?

WHAT DO THEY CURRENTLY THINK?

WHAT SHOULD WE GET THEM TO THINK?

PERSUASIVE IDEA

ANY CREATIVE IDEAS?

Women ages 25+ who do not have a college education but have an overall high household income. These women enjoy being active and participating in the latest social trends and media sources.

The food and snacks they eat need to be lower in calories and a much lighter option to suit their overall liking.

OREO Thins is a product, much fewer in calories, that can be enjoyed at home, in the workplace or on-the-go.

OREO Thins are a way of the future in the essence of health, innovation, and ease.

WHY SHOULD THEY BELIEVE ITFewer caloriesMany flavors to choose fromTrustworthy company

New taglineNew packaging

SOUR

CES

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