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Ready, Set, Lick. Double Stuf Oreo

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Ready, Set, Lick. Double Stuf Oreo

Ready, Set, Lick. Double Stuf Oreo

Image Copyright: Nabisco

The Company:

The Agency:

The Pitch:


Double Stuf Oreo

Commercial Debut:


Spring 2006

Target Audience:


Ad agency FCB's main goal is to target Moms with the cookie and milk combo. Kids get the cookies they want and Moms get the children to drink a glass of milk.

The Setup:


Everyday people have a licking race to see who can eat a Double Stuf Oreo faster.

The Commercial:


There are two versions of this commercial.

In one version, a grandmother takes on her granddaughter in an Oreo licking contest. They start with licking the middle out of the Oreo, followed by dunking the rest of the cookie in milk, downing the remaining milk and the winner (the grandmother in this case) does a celebration dance.

In another commercial, two policemen have the same race. The winning cop turns on the police car's sirens to celebrate his victory.

Pros:


• Oreo makes sure the glasses of milk are very prominent in these commercials.

• It's interesting how out of four people in two spots, only one of them is a child. Oreo appears to be crossing over into adult territory. A good move for Oreo to reach older consumers and not just Moms.

Cons:


• There really is something gross to all these tongues lashing about in a licking race, especially when you're trying to eat dinner.

• Buzz around the Internet shows many potential customers find the commercials borderline obscene the way people actually are licking the cookies.

News and Notes:


• The Oreo cookie was introduced in February 1912 and was originally sold in tin cans for 30 cents a pound.

• Oreo is a division of Nabisco, owned by KF Holdings.

• Oreo is the number one selling cookie in the world.

• After the low carb craze began in 2003, Oreo saw a 10-percent decrease in sales.

• Oreo teamed up with the "Got Milk?" ad campaign to get Moms to think about the cookie and milk combination in a healthy way. Agency FCB developed the "Milk's Favorite Cookie" concept as a result.

• FCB plans to promote Oreos as "Milk's Favorite Cookie."

• For the first Oreo and "Got Milk?" promotion, the "Got Milk?" campaign paid $1 million for outdoor advertising in exchange for permission to use the Oreo trademark. No money changed hands in the deal and Oreo received the free publicity.

• As part of the "Got Milk?" ad campaign, a commercial in the mid-90s joked about how Oreos got their name. A Nabisco board room meeting has execs eating the cookies and trying to come up with a name. One exec, mouth full of Oreo, says, "I don't know," but the company president think he says, "Oreo."

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