Milk’s Favorite Cookie Turns 100!

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Happy Birthday Oreo

On March 6th, Oreo cookie celebrated its 100th birthday.  To commemorate this great feat, Kraft released their newest product, Birthday Cake Oreos. While I have yet to personally sample the multicolored candy-sprinkled creme-filled cookies, one thing I know is that I will implement the “Twist, Lick, Dunk” method I’ve grown so accustomed to. Some of my earliest childhood memories have featured Oreos. Whether it was challenging my sister to a twist-off to see who would get the most creme on their half, or leaving Oreos for “Santa”, the yummy cookie has long been a staple in my home and households across the world.

So how and why has Oreo been so successful for the past 100 years? Besides tasting good, one element has played a significant role in the brand’s success:  consistent marketing. Since the 1990’s, Oreo has used “Twist, Lick, Dunk” in their commercials and advertisements. From an athlete or celebrity sharing Oreo bliss, or a sweet father and son moment, the slogan was always delightfully fitting.

Although some brands benefit from a major shakeup in marketing campaigns (as pointed out by EZG’s recent post on Nike’s brand flip), Oreo has proven that staying the course can also be extremely beneficial.  It’s all about connecting with the audience – in some cases, the emotional link has to mature, and in others there’s nothing better than staying pure.

“Twist, Lick, Dunk,” along with “Milk’s Favorite Cookie,” has propelled Oreo past its competitors for years. So while other companies contemplate whether to stay the course or adapt to new environments,  one thing is certain: “In a world that’s become far too adult, a couple of Oreo cookies, a glass of milk, and a shared twist, lick and dunk is all it takes to set your inner kid loose.”-Oreo

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