Business Today

Best of the lot

BT receives scores of responses to its case studies. Below is the best one on Oreo in the March 31, 2013 issue
     Print Edition: May 26, 2013

J.S. Broca, Retired Chief Manager, Bank of India, The Oreo case study (Business Today, March 31, 2013) was undoubtedly one of the best in recent times and it throws new light on marketing and brand management strategies of the company. However, had it added a few more insights, especially about its name and Twist, Lick and Dunk (TLD) strategy, I feel it would have connected more with the readers. I had often wondered about the cookie's name. The people at Nabisco aren't quite sure. Some believe the cookie's name was taken from the French word for gold, "or", which was the main colour on early Oreo packages. Others believe the name is a combination of "re" in cream and the two Os in chocolate - O-re-o. And still others believe the cookie was named Oreo because it was short and easy to pronounce.

All said and done, it is a catchy name and if you pronounce it with breaks as "O" "RE" "O", it sounds as if you are calling someone's attention in Hindi. (Hey, You There) I also found its TLD strategy very innovative. The sandwich biscuit, launched in early 2011 with its global Twist, Lick and Dunk communication, had broken across various types of media, including television, print, outdoor, radio and digital. The ritual is about twisting an Oreo cookie open, licking the vanilla cream, dunking it in a glass of milk, before relishing it. The TV commercial depicting a playful prank between a father and his son, centered upon the Twist, Lick and Dunk ritual, was enjoyable and hard-to-miss.

J.S. Broca wins a copy of India Inside by Nirmalya Kumar and Phanish Puranam

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