Cadbury Advertising Campaign

It’s not just a bigger brand here than its parent company, but it also has a superior marketing and distribution network here, which is the outcome of decades of hard work and planning. This network is extensive and deep, reaching into villages in the bergschrunds of the country.

Advertising for Cadbury Oreo follows the global script with the TV commercial depicting a father and son bonding over the usual ‘Twist, Lick and Dunk’ ritual while another one showed a brother and sister fighting to grab the last cookie. Cadbury India has not used its usual advertising agency, Ogilvy & Mather’s Indian subsidiary, for this campaign.

But it’s an entry with a bang. The commercial’s launch is backed by OOH (Out-Of-Home) media in major cities like Mumbai, Chennai, Bangalore, Hyderabad, Delhi and Kolkata, setups in malls, amusement parks, multiplexes and retail outlets to engage with families and specially children. The basic positioning is that of the biscuit for ‘good times with the family’. The idea is to make them brand gospellers when they grow up, carrying the ‘Twist, Lick and Dunk’ tradition forward, when they bond with their

Facebook

Oreo has adopted a bullish advertising strategy using the online portals with Facebook being the most successful of all. Oreo India’s facebook page took cues from Amul’s print campaign of creating content units that connect the brand with an important event of the day, based on which their posts were ultimately created. Oreo conducted this campaign from June 20 to October 2, 2012 and it managed to increase customer engagement 110% according to the company and also ended up garnering nearly 5 million likes during the run of the campaign.

The following image was posted on their Fb page on June 21, reminding people of the longest day of the year by using a stretched pack of Oreo biscuits.

Another noticeable thing is the use of hashtags, which has acted well to amplify Oreo’s reach. The brand’s hashtag is #DailyDunks which is also piggybacked on the one relevant for the particular day. For instance, it used the hashtag #Doctor’sDay on July 1 with a relevant image to celebrate Doctor’s Day.

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There is another concept of daily dunks to set the frequency of posts. Oreo India makes one post per day barring a few days when they put up more than one post.

3. Pinterest

Though Facebook is the most prominent online portal of advertising, but their presence on Pinterest is also impressive though there are only 17 followers as of now. Apart from a board for daily dunks, it has a section on Oreo Art, depicting some extremely innovative images like the ones graphed below (007 and No smoking). There is a fan upload board as well where the brand puts up pictures sent by fans (third image-titled the little cookie monster)

So though Oreo did a fabulous job of advertising through facebook, there is still scope for improvement on the front of other mediums.

Rural marketing

Oreo followed the strategy that one must reach the customer if s/he can’t reach you. It packaged its products in small SKUs priced at Rs.5/- which pushed sales in the villages spread across the crevices of the country. Hence, rural marketing initiatives too have been