The Oreo 100th Birthday Campaign Takes a Poignant Look at the Past
Meghan Young — March 9, 2012 — Marketing
References: draftfcb & ibelieveinadv
The Oreo 100th Birthday campaign is poignant and clever. It celebrates its century milestone by reflecting on past historical events and eras. By doing so, the ad campaign shows what the beloved cookie company has been a part of throughout the years. It also shows that Oreo resonates with many generations.
Conceived and executed by American ad agency Draftfcb with photography by Richard Pierce, the Oreo 100th Birthday campaign may ask people to "celebrate the kid inside," but it also encourages people to reflect on occasions that can be considered as momentous as their 100th birthday. For instance, a boot imprint in the Oreo's iconic white icing celebrates the first step on the moon while the use of mini Oreos signals the beginning of the baby boom.
Conceived and executed by American ad agency Draftfcb with photography by Richard Pierce, the Oreo 100th Birthday campaign may ask people to "celebrate the kid inside," but it also encourages people to reflect on occasions that can be considered as momentous as their 100th birthday. For instance, a boot imprint in the Oreo's iconic white icing celebrates the first step on the moon while the use of mini Oreos signals the beginning of the baby boom.
Trend Themes
1. Nostalgic Advertising - Opportunity for brands to leverage historical events and eras to create poignant and clever ad campaigns.
2. Generational Resonance - Creating campaigns that resonate with multiple generations by highlighting shared experiences and milestones.
3. Creative Reflection - Encouraging consumers to reflect on important moments in history through creative and thought-provoking campaigns.
Industry Implications
1. Advertising - Opportunity for ad agencies to develop unique and impactful campaigns that resonate with consumers.
2. Food and Beverage - Food companies can utilize nostalgia and historical events to create engaging brand experiences and connect with consumers.
3. Photography - Photographers can leverage historical themes to create visually stunning and memorable campaigns for brands.
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