100 years is a long time especially when it comes to years of existence, which makes sense that Kraft Foods would be making a big deal of the lifespan of the Oreo cookie. March 6th will mark the birth date of the cookie, and according to New York Times reporter, Stuart Elliot, Kraft has lots in store for its cookie-lovers.
Kraft Foods has several ways of informing consumers about this momentous birthday. There are many advertisements all over the place; the internet, in print, and in stores. The one advertisement that consumers will enjoy the most is the limited edition flavored Oreo, birthday cake. According to Elliot, all of these steps to make consumers more aware of the Oreo cookie, and its legacy, are helping to increase the target market for the cookies in general.
"The campaign is indicative of two trends reshaping consumer marketing. One, referred to on Madison Avenue as authenticity, involves responding to a growing interest among consumers seeking value in the provenance of brands as they search for products whose quality has been tested over time. The other trend involves efforts to present those heritage brands in updated ways to reassure consumers they can still meet contemporary needs."- Stuart Elliot
In regard to Elliot's statement, customers want to consume products that they have always been familiar with; things they can rely on being the same. The advertising campaign for awareness of the cookies' 100 years is meant to update the Oreo's look, as well as its overall image. It's important for consumers to know that the brands and products they choose are up to date, and are reliable. That is exactly the aim of Kraft Foods in this instance.
Not only is the Oreo cookie being advertised, but it’s also being introduced all over the world. According to a press release made by Kraft Foods, the cookie "is now available in more than 100 countries around the world." This makes the cookie more well-known and more widely consumed, which increases revenue for Kraft. This birthday is more than just the marking of the creation of a delicious cookie, it's the marking of new markets and growth, two things that any company could use.
Kraft is trying to make sure that childhood is not lost any more than it already has been. Children these days do not experience their childhood as older generations did because of the increase in technology. Kraft’s goal is to make sure that the true meaning of childhood is preserved. In a press release made by the company in early March, it was stated by the Senior Director of Oreo Global, John Ghingo, that:
“Despite this, the simple act of enjoying an OREO cookie and the ritual of twisting, licking, and dunking continues to speak to a universal, human truth: Inside all of us, whether grown-up or still growing, there’s a kid that deserves to be set free every once in a while.”
According to Ghingo, childhood memories need to be maintained, and Kraft is planning to do this by means of the Oreo Birthday. Kraft is doing so by making more people around the world aware of the fact that childhood is forever. It is important that traditions, as simple as eating an Oreo cookie, stay intact for children to enjoy the years they have. Children aren't the only one's targeted here though. The company is trying to make anyone and everyone connect with their inner child, because Oreo is such a large part of childhood. Kraft has created sweepstakes that involve parent-child interaction, which will bring out the child and imagination of any parent.
The ways in which Kraft Foods has decided to reach out to the public, in order to reinvent themselves and to remind consumers about the goodness of the Oreo cookie, will surely have a great affect on consumption of the cookie. The new Birthday Cake flavor will most definitely grab consumers' attention, and will remind them of the days when all they had to worry about was how many cookies they took from the cookie jar. This campaign is sure to have the affects Kraft has intended.