We identified the perfect opportunity with NBC, and their live musical remakes, which had become a modern TV occasion that brings families together to watch. To unite these insights, we sought to identify a genuine and meaningful opportunity in which to 'bring back the dunk' – something that would perfectly tie in with the brand's heritage, and the audience's urge to reflect. According to Google, 75% of GenX watch YouTube videos that relate to past events or people – watching old commercials is in the Top 3 nostalgic content genres for this audience. These milestones tied perfectly to our consumer insight: in the face of information overload and the oppressive realities of living in an 'always on' digital world, our target audience (W25-54 & A18-34) seek out nostalgia: they yearn for simpler times, and for the simplicity of rituals from times gone by. At the same time, Nabisco (OREO cookie's traditional parent company) was in market celebrating their 115th anniversary. The OREO brand has been successfully satisfying consumers for over 100 years – a milestone worth celebrating - and enjoys immensely positive brand equity. Our brand insight came from OREO cookie's incredible history. Mondelez wanted to find a unique way to celebrate the ritual and wonder of dunking an OREO cookie in milk, while working in tandem with Nabisco's 115th anniversary celebrations. Our objective was to leverage the nostalgia of the OREO brand to help celebrate and strengthen OREO cookie's core consumption ritual with milk, and get people to rediscover the wonder of dunking.
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