Nabisco Oro Cookies

Nabisco Oreo Cookies, a brand that is older than the automobile assembly line. It is estimated that an average of 4.3 billion cookies have been eaten each year over the last 90 years. How does the number one sandwich cookie remain number one and not crumble? This paper will examine the marketing messages conveyed via television, print, and point of purchase for the 91-year-old sandwich cookie created in 1912. Secondly, an overview evaluating message positioning as it relates to the appeal of the target market will be presented. Thirdly, the position of Oreo brand products in the products ' lifecycle will be described in relation to the status quo pricing of the industry.

These days, food commercials glamorize eating "experiences." Kraft and
An article in Adbusters (Nutt, 1999) revealed that McGraw-Hill, publishers of secondary school math books, are incorporating brand names and corporations into their math problems, e.g., "The best-selling packaged cooked in the world is the Oreo cookie. The diameter of an Oreo cookie is 1.75 inches. Express the diameter of an Oreo cookie as a fraction in simplest form." Parents and teachers are offered a choice from a sudden proliferation of books featuring brand-name candies and snacks like Froot Loops, Cheerios, M & M 's, Pepperidge Farm Goldfish, Reese 's Pieces, Skittles, Hershey 's chocolates, Sun-Maid raisins, and Oreo cookies. Simon & Schuster; however, limited itself to "wholesome" foods, like Oreos, which are featured in "The Oreo Cookie Counting Book" the company published the fall of 2000. The book teaches children to count down from 10 cookies to "one little Oreo . . . too tasty to resist," a twist on the familiar limerick of "this little piggy went to market." Not everyone is pleased; however, to see brand name snacks invading the world of books. Publishers have based children 's books on characters from movies and television for years, but only recently taken the turn to brand-name foods known mainly from commercials. Some parents, educators and pediatricians propose that the books will engrave snack- food brands in toddlers
Millions of Americans can relive childhood memories with dunking Oreos in milk, and spark that emotional experience to life by hearing the famous jingle or watching a commercial. Nabisco/Kraft Company enjoys brand loyalty and has stretched the brand to retain 28% of the market Maintaining strong sales within an oligopoly market like snack foods speaks to the quality of the Oreo in addition to creative promotions and marketing ideas. Catchphrases such as; "A kid 'll eat the middle of an Oreo first and save the chocolate cookie outside for last," "Milks ' favorite cookie," and the O-R-E-O jingle linger in the hearts and minds of consumers of all