March 6, 2012
|An Oreo "dunking and carving station" at a Feb. 14 Social Media Week event at 360i Headquarters in New York celebrating 100 years of Oreo cookies. [Photo Credit: Ryan Muir for Insider Images]|
Oreo, “Milk’s Favorite Cookie,” celebrates its Centennial today. In honor of the occasion and for the New York portion of the Social Media Week conference, Kraft and 360i Foods presented a discussion titled, “How Oreo Is Using Social to Celebrate 100 Years of Brand Love,” on Feb. 14 at 360i headquarters.
The session discussed how Oreo is connecting with people via social media and building a loyal community of fans and followers in online spaces. Beth Reilly, digital marketing lead, Kraft, and Sarah Hofstetter, president, 360i Foods, provided a case study on how to use social to “build brand love.”
“Oreo is not so much about snacking as it is about sharing childlike moments of delight,” said Hofstetter. “These are social moments inherently, special to audiences and customers.”
Hofstetter also quoted a line by Amazon CEO Jeff Bezos: “Your brand is what people say about you when you’re not there.”
The company is planning a fan-fueled Centennial celebration. “Engagement matters,” Hofstetter added. “Global communications continues to grow, bringing iconic media to forefront.” There is little paid media with fans — they are passionate on their own, she said.
Hofstetter noted that personal relationships are an integral part of the Oreo brand. If you give Oreos to five different kids, then they will eat them in different ways. It’s also something that parents experienced when they were younger and can now share with their children, she said.
Amy Jacques is the managing editor of publications for PRSA. A native of Greenville, S.C., she holds a master’s degree in arts journalism from the Newhouse School at Syracuse University. She also holds a bachelor’s degree in advertising from the University of Georgia’s Grady College and a certificate in magazine and website publishing from New York University.
Email: amy.jacques at prsa.org