From the moment the power went out in the Superdome and Oreo pulled off the social media coup of the
Super Bowl Big Game, I knew there would be ad nauseum analysis of it. (pun intended)
And sure enough, over the past two days, it seems that’s all the monday morning advertising quarterbacks can talk about.
While I salute the on-your-feet fast thinking of the Oreo team, I don’t buy it. (Literally. I don’t buy Oreos.) As with all social media flameup darlings that are latched onto by the social media gurus, one essential question is always missed.
Did it sell more cookies?
If it didn’t, it was a marketing failure.
On the flip side of the Oreo phenomenon, everyone (me too) hated the GoDaddy commercials (as always). But GoDaddy had the biggest sales day in the history of the company on the Monday after the Super Bowl.
As I’ve said before, elitist marketing thinking never works with the masses.
It’s always interesting to know how consumers actually use your product. The more you know about the use, the better you can market it.
A great example is when Avon found out people were using Skin-So-Soft as an insect repellent. They changed the marketing to match how the consumers were using it.
Nabisco has announced that the shape of Oreos will change for 6 weeks this summer. They will become oblong “Oreo Dunkers” with messages written on them like “Dunk Me” and “Milk’s Favorite Cookie”. The dunkers will also have lines showing levels of “dry,” “soaked,” and “soggy.”
Apart from my questions of why Oreos would pull such a really bad branding move….My big question is: Who actually eats Oreos this way? I’ve never dunked a cookie…and I’ve never seen anyone in real life eat an Oreo this way. Maybe I’m just sheltered and out of the mainstream (wouldn’t be the 1st time).
But I think it’s something else. Nearly every Oreo ad has someone dunking the cookie in a glass of milk. I think Oreo dunking is a public lie, something that everyone believes, but still isn’t true. And maybe Nabisco has fallen prey to its own ad message.
Or maybe I’m wrong. Do you dunk?
Update: Apparently, I was wrong. The comments on this post reflect a bunch of dunkers.
However, from the larger P.O.V. of brand strategy…I still think it’s risky to change one of the Oreo brand hallmarks (the shape) for a stunt.