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Launching Better Brands for Tougher TimesJos McNulty

Launching Better Brands for Tougher TimesJos McNulty

The Oreo Launch StoryThe Oreo Launch Story

3 Learnings for today3 Learnings for today

1.1. Global is goodGlobal is good

2.2. Thinking big is betterThinking big is better

3.3. Insight beats researchInsight beats research

Three basic fundamentals…

Just in case you missed it...

Moments of childlike delight & family

togethernessUnique Ritual

Instantly recognisableflavour, colour &

embossing

*Source: Euromonitor 2007

TVC Father / Son - USTVC Father / Son - US

A consistent A consistent globalglobal positioning and execution positioning and execution

Based on a universal insightBased on a universal insight

Strong Strong locallocal empathy in more than 30 different markets empathy in more than 30 different markets

Oreo is a globally consistent brandOreo is a globally consistent brandOreo is a globally consistent brandOreo is a globally consistent brand

Son/Father ChinaSon/Father China

Son/Father GreeceSon/Father Greece

Son/Father NetherlandsSon/Father Netherlands

A vast portfolio...A vast portfolio...

Part of US portfolioPart of US portfolio

Plenty of examples for inspiration..Plenty of examples for inspiration..

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Student ProgrammesStudent Programmes

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So how did we launch it in the UK?

So how did we launch it in the UK?

Oreo was not 100% New to UkOreo was not 100% New to Uk

Background - 2007Background - 2007

Oreo a £1M brand in UK via a distributorOreo a £1M brand in UK via a distributor

– Nothing new to the tradeNothing new to the trade– Low consumer awareness 0% unaided, <30% aidedLow consumer awareness 0% unaided, <30% aided

Kraft took control July 07Kraft took control July 07– UK team initially unimpressedUK team initially unimpressed““It’ll never work here”It’ll never work here”““It’s just a black biscuit”It’s just a black biscuit”““We already have plenty of sandwich biscuits”We already have plenty of sandwich biscuits”

Launching Better Brands for tougher times…Launching Better Brands for tougher times…

3 Learnings for today3 Learnings for today

1.1. Global is goodGlobal is good

2.2. Thinking big is betterThinking big is better

3.3. Insight beats researchInsight beats research

Best of Global?Best of Global?

Global case studies Global case studies

Fast-track developmentFast-track development

Speed to market Speed to market

– NOT a way to save TV production ££NOT a way to save TV production ££

Best of Global? Best of Local…Best of Global? Best of Local…

The Local UK ConsumerThe Local UK Consumer

Puts her biscuits in a “Biscuit Barrel”Puts her biscuits in a “Biscuit Barrel”

Rejects “perfect family” imageryRejects “perfect family” imagery

Likes dunking, but in tea not milkLikes dunking, but in tea not milk

Boy/Dog US best performing Oreo ad in researchBoy/Dog US best performing Oreo ad in research

But too American for UK But too American for UK AudienceAudience

And legal issues with script…And legal issues with script…

Boy/Dog UK Boy/Dog UK

Successful UK advertising

But this success is in line with Oreo around the worldBut this success is in line with Oreo around the world

Other Countries

66 6069

82

28

78

70

7885

45

Oreo - How To Eat AnOreo

Spain Oreo -Dilemma

Portugal Oreo -Dilemma

Venezeula - OreoDuo

Ipsos Norm (1000TVRs)

NormUK

Simple “Twist, Lick,Dunk” Communication

48 Sheet Panels Bus T Sides 6 Sheet Panels

Gave the UK the language to talk about Gave the UK the language to talk about Oreo….Oreo….

Devon – April

And Britain is Talking About Oreo…

The Grocer – 15/03/08

Daily Mirror – 06/05/08

Daily Mail – 26/06/08

Launching Better Brands for tougher times…Launching Better Brands for tougher times…

3 Learnings for today3 Learnings for today

1.1. Global is goodGlobal is good

2.2. Thinking big is betterThinking big is better

3.3. Insight beats researchInsight beats research

Thinking Big – If you don’t, they won’tThinking Big – If you don’t, they won’t

The UK Local TradeThe UK Local Trade

Had seen Oreo presented several times beforeHad seen Oreo presented several times before– We needed to convince them we mean businessWe needed to convince them we mean business

Give you 12 weeks to succeed or fail for NPD…Give you 12 weeks to succeed or fail for NPD…– So we had to invest in store to ensure success…So we had to invest in store to ensure success…

Oreo 165gOreo 165g

Oreo 176gOreo 176g

Mini Oreo 115gMini Oreo 115g

Oreo 66gOreo 66g

Biscuit barrel favourite Biscuit barrel favourite

Lunchbox companionLunchbox companion

Snacking & sharingSnacking & sharing

On the GoOn the Go

Thinking Big - Multiple Formats key to Success

Kids Treats

Lunchbox / Choc bisc bars

Everyday Treats

Con/ AFH

Thinking Big - 5 * Integrated retailer support

Joint sampling with Cravendale

Pictorial shelf barker

Online shopping branding

6 million door drop leaflet

Gondola end with Shipper

Security covers & trolley media

Trial - Benchmarked vs Total Grocery AverageTrial - Benchmarked vs Total Grocery Average

0

5

10

15

1 2 3 4 5 6 7 8 9 10 11 12 13

Pe

ne

tra

tio

n %

BRAND EXTENSION

FAILURE

LINE EXTENSION

NEW BRAND

NEW CATEGORY TO BRAND

Total Oreo

Total Oreo (inc Mini)

Source: Homescan

market=Total Sweet

The Results? Trial outperforms benchmarks

Launching Better Brands for tougher times…Launching Better Brands for tougher times…

3 Learnings for today3 Learnings for today

1.1. Global is goodGlobal is good

2.2. Thinking big is betterThinking big is better

3.3. Insight beats researchInsight beats research

Insight is better than researchInsight is better than research

Initial research said “No Go” Initial research said “No Go”

Consumers often respond very literallyConsumers often respond very literally

The Oreo insight is universal and The Oreo insight is universal and powerfulpowerful

And in this case, has been And in this case, has been proven… proven…

This is how consumers respond to a great brand…This is how consumers respond to a great brand…

Oreo RapOreo Rap