OREO Cookie

Creative Strategy

2015

 

P THFINDER

D SIGNS

The Team

 

 

 

 

 

Hannah HairstonAccount Coordinator

Miles GanttCreative Director

Kayla MorrisSocail Media Specialist

Kristen ParkerCommunications Specialist

Sarah GirouardConsumer Analyst

4

Table of Contents

Executive Summary………………………. 5 Situation AnalysisBusiness……………………………………. 6Brand……………………………………….. 8Consumer………………………………….. 11Communication…………………………... 12SWOT Analysis……….………………….. 15Opportunity Analysis….……………….... 17Creative Brief……………………………... 18Big Ideas…………………………………... 20Executions……………………………….... 23References…………………………....…... 32

5

Executive Summary Cookies generate an 8 billion dollar industry with expected steady growth into 2018 (Mintel, 2014). This proposal aims to generate sales during the summer season, by utilizing the seasonality and increasing purchases by 30% over four months. Targeting consumers on social media will drive awareness and memorable advertisements that will drive purchases. Advertisements will be simple, to the point and colorful to ap-peal to all.

Kids are out of school in the summer and are living a more active lifestyle. Treats in the summer often revolve around cool and refreshing delicacies like popsicles and ice cream. Oreo is an alternative sweet treat option because it has less sugar per serving and does not melt in the summer heat. It is not messy and very convenient for chil-dren to serve themselves.

Summer provides an opportunity for Oreo to increase revenue by developing a spe-cial summer promotion to market its five most popular cookies. Kids aged 6-11 would be the primary targets and the secondary target would be mothers, aged 25-54.

The goal of the media strategy for this campaign would be to reach the target audi-ences by utilizing a communication plan that would be multifaceted and cover a range of media outlets.

“Color summer with Oreo” is the tagline created for this campaign. Creating a cam-paign based on a season will be a key selling point for Oreo. Oreo is repositioning the cookie to be a perfect treat, no matter the day. Oreo is America’s favorite cookie and controls ¼ of the market. By focusing on summer, Oreo will increase share and profit.

The campaign will be launched on social media and will simultaneously air on televi-sion, specifically children channels. Print ads will also be involved in magazines with high female readership. Each ad will incorporate that summer is a perfect time for an Oreo, especially with a cold glass of milk.

The “Summer” Campaign will be evaluated by comparing 2015 2nd quarter sales to that of 2016 2nd quarter sales to evaluate the percentage increase in sales. To evaluate the repositioning of Oreo as a year round treat, surveys will be conducted to gather consumers position on Oreo treats.

6

BusinessCookie consumption increased by 17% in 2013 (Mintel, 2014). In 2014, almost 80% of people consumed ready to eat cookies in the United States (Statista, 2014). Nabisco owns 48% of the cookie and cookie bar industry, and is the producer of Oreo Crème sandwiches commonly called Oreos. Oreos are Nabisco’s best selling cookie, holding the largest share of the cookie and cookie bars market for a single brand at 24%. Private label brands in total make up 32% of the competition. In 2012, Oreo’s revenue was $528.2 million (Satista, 2014).

Top competitors for Oreo are Nabisco Chips Ahoy, Lofthouse, Little Debbie Nutty Bar, and smaller Nabisco cookie products like Fig Newtons and Vanilla Wafers (Statis-ta, 2014). Oreo’s biggest competitors are other products of Nabisco, store brand cookie sandwiches, and Girl Scout cookies.

 

   

 

 

7

The cookie industry, driven by the standard cookie, has seen an upward trend as the economy comes out of recession (Mintel, 2014). A standard cookie is any small sweet cake, either flat or slightly raised, cut from rolled dough, dropped from a spoon, cut into pieces after baking, or curled with a special iron such as chocolate chip cookie, rolled sugar cookie, or shortbread cookie from the Girl Scouts (Britannica, 2014). Oreo is considered a sandwich cookie and competes against other types of cookies in the industry such as: bar cookies, drop cookies, fried cookies, molded cookies, no-bake cookies, refrigerator cookies, and rolled cookies (The Nibble, 2014). Of the top 10 cookie sales, five out of the ten are Nabisco products. Private label cook-ies, such as supermarket brands, dominated sales at $1,041.2 million (Statista, 2012), followed by Nabisco Oreo at $$528.2 million and then Nabisco Chips Ahoy.

Cookie Industry Sales for 2012 in Millions of U.S. dollars

(Statista, 2012)This chart shows that Oreo has stayed true to its history and can still compete with other leaders with the original cookie. The profitability of Nabisco as a brand is pri-marily because the Oreo original cookie is the number two cookie among the top ten cookie brands. However, according to the 2013 and 2014 fiscal reports, Oreos lowest sales were in the second quarter, the beginning of summer. This allows for area of growth as budgets increase for consumers. Nabisco Oreo Double Stuff is also very popular and is number four in cookie sales (Statista, 2012)Oreo’s competitive advantage is the ability to be flexible to consumers’ needs and evolving lifestyles as cookies are available in different packaging, sizes, and flavors, so there is a cookie for anyone (Oreo, 2014).

 

8

 

BrandSince the business launched in 1912, Oreo has been in the top tier of leading cookie and cookie bar brands in America. Mondelez owns Oreo. Mondelez reports that Oreo is a billion dollar brand (Mondelez, 2015). Oreo is currently a major product in 19 dif-ferent countries around the world. The cookie’s crème filling can range from green tea in China to dulce de leche and banana in Argentina (Berman, 2013). Over the de-cades, Oreo has rebranded to create treats that align with their consumers’ wants.

1912 1924 2011

Oreo excels in listening to consumers and noticing market trends, which has resulted in over 100 different products to be purchased. In addition to the cookie category, Oreo also has merchandise in different dessert categories such as piecrusts, ice cream cones, brownies, and icing (Nielsen, 2009).

 

9

 

The original Oreo was designed to be 71% cookie and 29% crème (Grossman, 2012). As Oreo gained popularity, differ-ent versions emerged based of consumers wants. The crème filling can be original, double stuffed, or triple stuffed.

Flavors like birthday cake, peanut butter or pumpkin spice have been introduced. Oreo has introduced over 25 dif-ferent flavors in the United States, some are seasonal and some are always available (Jones, 2012).

Mini Oirginal Oreo Double Stuffed Oreo

(From left to right: Chocolate, peanut butter, Spring, Cool Mint, Birthday)

 

 

10

Packaging for the cookie ranges from a single serve pouch in a box of 12 individual mini packages to a full carton of Oreos. In an original carton, there are 36 cookies, and three cookies equal a serving. Mini Oreos can be found in a canister for on the go or in individual packaging.

Oreo also creates seasonal packaging for holidays and seasons such as Christmas, Halloween, and Spring, and will create special limited time flavors such as Red Velvet cupcake, and Watermelon that are only available around certain holidays.

Original Oreo’s are composed of sugar, unbleached enriched flour, riboflavin, canola oil, cocoa, leavening, cornstarch, salt, soy lecithin, vanillin, and chocolate. Oreo is per-fect for an easy to eat, convenient snack that kids could prepare themselves.

 

 

   

 

11

Consumer

 

Oreos are primarily purchased by working and mar-ried women ages 25-54. MRI, (2012) data shows that children 6-11 are the primary consumers of Oreo cookies and working mothers are the primary pur-chasers of Oreo cookies. These women have a com-mitment to their career and family. They are hard working professionals with busy lifestyles.

Kids twelve and under claim to have purchase power over their parents. More than 70 percent said they made purchase decisions either some or most of the time (Cookies in the U.S., 2006).

 

With both parents working in today’s society, the time pres-sures increase and the numbers of sit-down meals are reduced (Oreo, 2006). This has caused snacking to become one of the most prevalent trends in the food industry. Forty–five percent of consumers value convenient foods as an important part of their diet, and six percent of people eat meals on the run. They are constantly on the go, and need quick, easy snacks for them-selves and their children (Oreo, 2006).

Easy-to-open packaging is also important to these consumers. The ease of opening a package is the most important factor

for food to 56 percent of adults (Mintel 2014). Consumers tend to buy brands that have easy-to-open packaging like Oreo. This packaging is convenient for Oreo consumers, and allows them to avoid difficulties on the go. In today’s busy society, it is important for the working moms to have a connection with their children (Casserly, 2011). “Oreo claims they offer moments of connection that are unmatched by other cookie brands” (Oreo, 2006) by creating products children like and in packages that are easy to open.

12

CommunicationSocial Media: Oreo has done an excellent job utilizing social media for advertising and is a lead-ing example in the marketing world. Oreo has a very engaging social media presence with over 38 million likes on Facebook, 544,600 Twitter followers, 268,000 Instagram followers, and over 8,000 Pinterest likes (Shopify, 2013). On Facebook, Oreo currently posts short cartoon video clips that promote their newest cookie addition, as well as the classics. Oreo utilizes Twitter to interact directly with their fans/followers. They answer questions about their products and also interact with other brands with witty banter. The Oreo Instagram is used to show how the Oreo cookie can be incorporated into dessert recipes for holidays, celebrations, and seasonal desserts.

Oreo is active daily on most of their social networks with quirky interactions with their follow-ers and creative images of the Oreo cookie. One of their most successful online campaigns was Oreo’s “Daily Twist,” where they created an image of an Oreo cookie to represent an event that occurred on that day in the past for 100 days in celebration for Oreo’s 100th birthday (Shopify, 2013).According to Shopify, the Daily Twist campaign “increased customer engagement by 110 percent and added five million likes to their social media accounts” (Hayes, 2013). In 2013, Mondelez, the food conglomerate that produces Oreos, spent $181.6 million on TV advertising, but decid-ed to shift 10 percent of their budget to online videos in 2014 (Channick, 2014).

 Oreo’s current advertisements revolve around pop culture “through the eyes of Oreo” (360i, 2013). The advertisements are aimed at the millennial audience. Oreo includes a glass of milk in their advertis-ing, which is used to encourage children to drink milk when they enjoy an Oreo. Mothers are more susceptible to buy Oreos if their children will drink milk.

 

 

13

Oreo’s print advertisements are often simple with loads of white or blank space. The print advertisements have a clear message with a simple graphic that ties the message together. They even switch up the traditional milk slogan “Got Milk?” to “Got Oreo?” This plays up the connection Oreo wants to make with their product and milk.

Oreo’s TV advertisements are colorful commercials that incorporate a song to give the brand a fun-loving feel that will draw in kids. The “Oreo Cookie Ball” rap incor-porates a fun recipe to use Oreo in for the holiday season. The rap takes advantage of a popular recipe people often use Oreos in. It demonstrates in a fun way what this recipe could be used for. The YouTube channel “EvanTubeHD,” which is hosted by a young child, showcased the Oreo brand for a blindfolded taste test. The two young participants are blindfolded while their assistants present them an Oreo and the two have to guess the flavor. Diversity is another important factor in Oreo’s advertise-ments. They feature people from all spectrums of life. Oreo is for everyone.

   

   

14

 

Continuing Oreo’s active social media presence during our summer cam-paign with season related posts and images would be the key to success.

15

SWOT ANALYSISStrengths:• Oreo makes up 24% of cookie Industry • Oreo “owns the Internet” with their social media impact.• Oreo has a variety of products in terms of packaging, size, color, etc. to suit the various

needs of consumers.• The Oreo cookie itself has strong branding as it has the name embedded in the cookie.

The design on the cookie is very familiar.

Weaknesses:• Although Oreo provides numerous product options, each variation is not sold at every

grocery store because the variations are not as popular and hardly purchased. • Some flavors, such as Pumpkin Spice, are only available seasonally. This may disappoint

consumers if they are required to wait months at a time for their desired seasonal crème filling.

• The original Oreo is very popular but some of the others are not well known.

Opportunities:• The cookie industry is currently on the rise. This presents an opportunity for Oreo be-

cause consumers are more likely to purchase cookies as the economy comes out of reces-sion. Oreo’s sales are the lowest in the second quarter which allows for growth.

• There is an opportunity for Oreo to advertise to mothers who want a variety of snacks and treats for their children.

• Kids hold purchasing power over a parent, which creates an opportunity for Oreo to ap-peal to children.

• The number of sit-down meals has reduced, causing snacking to become prevalent in the food industry.

• Oreo is strongly associated with milk. There is opportunity for Oreo to position itself alongside a cool and refreshing glass of milk.

• Oreo current TV commercials are fun-oriented and features images and songs that are appealing to kids and are memorable.

Threats:• The prevalence of diabetes and gluten-intolerance has led to some consumers limiting or

completely discontinuing the purchasing of sweet treats, sugary, fattening, and processed food including Oreo cookies.

• People are more concerned about the ingredients in their food. Oreo has ingredients like high fructose corn syrup, which is an ingredient that many consumers are advocating to be removed from packaged foods.

• Oreo’s largest competitors (other products of Nabisco, store brands of cookie sandwiches, and Girl Scout cookies) continue to prevent consumers from purchasing Oreo’s product.

16

SWOT Quardrant

17

OpportunityAnalysisOreo creates specialized flavors and packaging, such as red velvet for Valentine’s Day, Halloween, and spring, but has missed opportunities in the summer. Summer is a time that families are looking for convenient, easy to prepare and store foods for busy days outdoors and summertime activities.Oreo lacks a specialized campaign, targeting summer activities and positioning sum-mertime as another holiday. The “Summertime” campaign will be different from Oreo’s “Back to School” campaign because the focus will be on summer activities.

Social MediaOreo can use their already large presence on social media to interact with customers on a more personal level. By creating conversation where followers on Oreo have the opportunity to create top-of-mind recall as consumers budgets begin to expand.

PackagingThe traditional blue packaging of Oreo stands out on the shelf from competitors. Oreo currently offers “grab & go” packages, as well as Mini Oreo cups that make tak-ing Oreos easy.

Oreo should treat the summer time as another season. An Oreo specialize packages includes pictures or design that reflects the holiday or season. Adding a summer ac-tivity picture such as a pool or playing outside separates Oreo’s packaging from com-petitors.

The images used in the advertisements will correspond with the packaging images to help children make the connection. Since children are the primary influencers on purchase decisions for food, the easy top of mind recall will help Oreo increase sales.

IndustryThe cookie industry has been on the rise as family dinners have become less com-mon. As a result, snacking and convenience food consumption has increased to 45 percent, allowing for Oreo to focus on the ease with which Oreos are to prepare. As disposable household income increases, Oreo has the opportunity to target fami-lies who had to scale back on buying desserts for their children due to tightening budgets.

Due to this loosening of budgets, and Oreo’s leading market share, Oreo has the op-portunity to increase sales during the summer months by repositioning Oreo crème sandwiches as a year round treat. Oreo’s profitability will increase as sales rise during the second quarter.

18

Creative Brief Problem• Oreo is missing an opportunity that could increase profits during the summer as Oreo does

minimal advertising during summer months.

Marketing Objective• Increase year-over-year sales by 3% over the 4 months of summer.

Communications Objective• Increase awareness of summertime uses for Oreos by 30% among the target. • Reposition Oreo as an easy, convenient alternative to cold summer-time treats.

Target Audience• Moms with children ages 6 to 11 who have interest in purchasing easy, ready-to-eat sweet

treat options that are convenient to prepare by kids during the summer are the primary tar-get.

• Children ages 6 to 11 are the secondary target for their purchase influence over parents.

Profile Janice is a married mother of 2 living in the Atlanta, GA, works full time as a nurse and have a household income of $100,000. Janice’s two children Bobby, 8 and Suzie, 6, spend their summer days at their home with a babysitter while Janice and her husband are at work. Janice is always looking for easy, ready-to-eat light treats to give the kids, which will not fill them up, so they won’t eat their dinner. She likes the fact that ice cream and popsicles seem to cool the kids off after they have been playing outside, but does not like how messy they can sometime get when they eat or serve themselves. She is also always on the lookout for healthier snack substi-tutes that the kids will like.

Key Consumer Insight• Children are influencers in the purchase of desserts and are often are attracted to fun colorful

tasty ones, while mothers look for healthy desserts that are easy to prepare and will not make a mess.

19

Current Position• Oreos are cookies kids get with school lunches as a treat, while for summer mothers usually

think about giving kids ice cream, icicles and other cold treats.

Reposition• Oreos is an easy ready-to-eat summer treat, when paired with cool refreshing milk.

Promise/ Support/ RTB: • Oreos are easy to store, not messy and are quick to prepare.• Oreo is 71% cookie, 29% crème for original • Oreos are sold in over 100 countries • 50% of all Oreo eaters pull the Oreo apart before eating them.

Message• Celebrate summer with Oreo. Turn everyday into a party with Oreo.

Tagline• “Color summer with Oreo.”

Mandatories• Bright colors; milk; campaign tagline and Oreo cookies

Brand Personality• Lively, Animated, and Traditional

Tone• Light-hearted fun, family-oriented

Media• Facebook, Twitter, YouTube, Parent’s Magazine (Parenting, American Baby, Essence, Country

Living), Children’s Cable Channels (Disney, Nick Jr., PBS Sprouts, Nickelodeon), Saturday Morning Shows (CW, ABC, CBS)

Evaluation• Pre-post campaign measures for awareness, knowledge and attitude toward Oreo as a treat

for children• Sales over the 3rd and 4th quarters compared to the previous year• Social media analytics in particular engagement tracking during the summer

20

Big IdeasPrint AdsAd #1 The goal of the ad is to demonstrate that Oreos are a better alternative to ice cream because it is not sticky and will not destroy clothing. This ad is targeted towards mothers with younger children ages eleven and under and is showing them that with Oreo, chocolate does not have to be messy.

The outdoor setting was chosen to show consumers that Oreos can be a summer treat. It allows the consumer to picture eating an Oreo outside in the summer, op-posed to another cool treat.

Ad #2This print ad uses personification and an animated technique to show consumers that Oreos can be a summer treat. It forces the audience to suspend reality and be imaginative because children are still living a creative, dream like world in their imag-inations.

It shows an Oreo going down a slide into a pool of milk, and two other Oreos floating in the pool. The Oreos represent kids playing in the summer. The pool of milk should come across as refreshing to consumers, reminding them that Oreos when dipped in milk can be a refreshing summer treat. The Oreo characters swimming in the pool are fun and catch the eye of the consumer, as well as contribute to the idea of cooling off in the summertime.

Personifying the Oreo as children will grab the attention of the intended target as well as generate humor. The goal of this ad is to position Oreos as a summer treat in the consumers’ minds.

Digital Ad Having uniformity across multiple platforms will help establish a face for Oreos and will help consumers quickly identify an Oreo advertisement. By using bright, colorful, simple advertisements, Oreo will be memorable and build their brand toward a fun family oriented company and product. Consumers can click on the advertisement and it will direct them to an Oreo affiliated website where it will be colorful and simple in design and concept. Utilizing no typography will allow the consumer to be creative and use nostalgia when buying Oreos.

21

Social MediaCurrently, consumers do not think of Oreos as a summer treat. Our team wants to implement a social media campaign that engages consumers, while positioning Oreos as a summer treat.

Celebrate Summer with Oreo CampaignThis campaign encourages consumers to celebrate their summer with Oreo. The images created are fun and encourage consumers to eat Oreos, while engaging in everyday summer activities. Consumers will have the opportunity to engage in a com-petition to win a year supply of Oreos. Consumers should post pictures on Facebook, Instagram and Twitter of them doing summer activities outside while eating an Oreo. Oreo will then choose five winners to give the year supply of Oreos to. Who will be chosen will be based off of how creative the picture is, as well if the consumer tags @Oreo, and uses the hashtag #ColorSummerWithOreo.The print ad created could also be made into a cartoon video. The video would show the Oreos swimming in the pool and going down the slide. At the end of the short clip the “Color Summer with Oreo” tagline would show. This would be another fun way to incorporate summer activities with Oreos into the consumers’ minds. Cool Down With OreoThis campaign encourages consumers to go into their kitchen and make cool treats that contain Oreos. Examples of these treats are: pudding pops, ice cream, and milk shakes. Consumers should post pictures of their treats along with the recipe on Insta-gram and Pinterest. The goal of this campaign is to emphasize family fun, while po-sitioning Oreo as a summer treat. This is something that families can make together during the summer, while cooling off from the summer heat. This is an interactive campaign, and consumers will have the opportunity to win a year supply of Oreos. The five best recipes will be chosen to win the year supply of Oreos.

Email Advertisement

The advertisement features four squares with colorful backgrounds behind each character to showcase Oreo in a fun and entertaining light. The email advertisement will offer a 15 percent discount off of an Oreo product and it will also have links to both the Oreo website and to unsubscribe from the promotions. This coupon will entice customers to purchase an Oreo product and will display Oreo as a convenient summer snack. The tagline “Color summer with Oreo” is shown with the Oreo logo in the white space to tie in the bright colors with the overall message of the advertise-ment and campaign.

22

Storyboard

The commercial is in a primarily outdoor setting and uses a slice of life creative for-mula depicting various summer activities families enjoy together. The idea behind this brand story sequence is that Oreo can be a component to family togetherness throughout the summer months.

The commercial starts off with a frame of a Caucasian mother and her kids hanging out in a pool. One of her daughters gets out of the pool to eat an Oreo. Next, the com-mercial shows a family enjoying a hike. The mom is seen preparing the Oreos for the hike. The commercial ends with two brothers watching a movie together in the back-yard while eating Oreos.

Pairing Oreo with each of the above activities is designed for the target audience to envision purchasing Oreos in the summer. The commercial is designed to appeal to mothers. We want mothers to see themselves treating their kids to an Oreo for a supplement to summer adventures such as swimming, hiking, or simply watching a movie.

By placing Oreo into a daily summer routine, we want to elicit to families that Oreo is a great usual snack in their day. We want to communicate to viewers that Oreo is not only a back-to-school snack; it is perfect for the summertime. Oreo means more than a cookie: it means family togetherness.

Below The Line

Plush Toy

Offering “limited-time” plush toys with purchase and submission of barcodes from specially marked packages, will be an incentive for children to want Oreos. This plush toy will act as a reminder or collectible item not only for children but adults as well. Other companies such M&M, Target and 7-up have had success using plush toys as giveaways or purchasable items on their websites to help brand awareness.

Color Summer Landing Page

The landing page will have summer games, activity ideas and cooking ideas forparents. This page will be linked to email campaigns for the summer and will act as a fun and educational site for children and food health.

23

ExecutionPrint Ads…………………………..24Digital Ads………………………...26Social Media Ads…………..……..27Email Campaign………………….28Story Board……………..….…….30Plush Toy.....................................34

24

Print Ad #1

Copy: Fill your summer with fun not with sugar. Have a sweet treat while having fun on the go without the sugar overload.

25

Print Ad #2

Copy: At home or on the go, the fun never ends with Oreo. Make a splash and color summer with Oreo.

26

Digital Ads

Colorsummer with

 

 

27

Social Media Ad

Colorsummer with

28

Email Campaign #1

29

Email Campaign #2

30

Story Board

 

 

 

SFX: Upbeat music starts to play and con-tinues throughout the whole commercial.

DES: A young girl gets out of the pool and walks to a nearby lounge chair.

SFX: Music continues

DES: She grabs her towel and dries off.

SFX: Music continues

31

 

 

 

DES: The camera shows her digging into a pool bag and eventually pulling out an Oreo.

SFX: Music continues

DES: The camera zooms in for a close-up of the product entering the girl’s mouth. Her face will express satisfaction as she turns to smile directly at the camera.

SFX: Music continues

DES: The camera then shows the beginning of this family’s hike. Parents joyfully swing their daughter.

SFX: Music continues

32

 

 

 

DES: The camera flashes back to the mom packing Oreos into a plastic bag and then placing the bag into a hiking backpack. Her countenance is blissful.

SFX: Music continues

DES: A young boy will be shown reclining on a blanket watching a movie on a projec-tor in the backyard with his brother.

SFX: Music continues

DES: The camera will zoom in on the broth-er’s faces. One boy will reach for an Oreo.

SFX: Music continues Colorsummer with

33

 

 

Colorsummer with

DES: He breaks it in half and proceeds to lick the cream filling.

SFX: Music continues

DES: The parents will be shown watching their boys from inside the house.

SFX: The music slowly fades out.

DES: The final screen contains Oreo’s summer logo on a white background. (End.)

NAR/VO: (Female voice) “The best time is spent together.”

SFX: No music

34

Plush Toy

35

ReferencesBerman, J. (2013, March 6). On Oreo’s 101st birthday, 13 facts about the cookie that will blow your mind. In Huff Post Business. Retrieved February 5, 2015, from http://www.huffingtonpost.com/2013/03/06/oreo-101-birthday_n_2820299.html

Cassetty, S. (2015) . Nutrition news: the scoop on ice cream. In Good Housekeeping. Retrieved February 12, 2015, from http://www.goodhousekeeping.com/product-reviews/consumer-protection/ice-cream-serving-sizes

Channick, R. (2014, October 3). Marketers shifting ads from TV to digital. Retrieved February 4, 2015, from http://www.chicagotribune.com/business/ct-digital-advertising-1005-biz-20141003-story.html

Cookies in the U.S. (2006, August). Retrieved February 4, 2015, from http://blogs.chicagotribune.com/news_columnists_ezorn/files/cookies_06.pdf

Grossman, S. (2012, March 6). Oreos turn 100: 9 things you didn’t know about the iconic cookie. Retrieved February 5, 2015, from http://newsfeed.time.com/2012/03/06/100-years-of-oreos-9-things-you-didnt-know-about-the-iconic-cookie/

Hayes, M. (2013, April 2). The Secret Behind Oreo’s Social Media Marketing – Shopify. Retrieved February 4, 2015, from http://www.shopify.com/blog/7589919-the-secret-behind-oreos-social-media-marketing

Jones, C. (2012, May). We try 25 kinds of oreo. In Serious Eats. Retrieved February 12, 2015, from http://sweets.seriouseats.com/2012/05/we-try-every-kind-of-oreo-cookie.html

Mack, A. Miley, M. (2009, November 16). The New Female Consumer: The Rise of the Real Mom.Retrieved February 5, 2015, from http://adage.com/images/random/1109/aa-newfemale-whitepaper.pdf

Mintel, (2014, March). Cookies and Crackers - March 2014. Retrieved February 5, 2015, from http://store.mintel.com/cookies-and-crackers-us-march-2014

Mintel, (2014, May). Food Packaging Trends May 2014. Retrieved February 10, 2015, fromhttp://academic.mintel.com/display/704170/?highlight

Mondelez, . (2015, January). Brand Family-Billion Dollar Brands. Retrieved February 5, 2015, from http://www.mondelezinternational.com/brand-family

Oreo. (2006, January 1). Retrieved February 4, 2015, from http://www.americasgreatestbrands.com/volume6/pdf/Oreos.pdf

Statista. (2014, July). U.S.: Brands of ready-to-eat cookies consumed in 2013-2014. Retrieved February 5, 2015, from http://www.statista.com/statistics/321424/brands-of-ready-to-eat-cookies-consumed-in-the-us-trend/

Statista, . (2014, July). US: Consumption of ready-to-eat cookies from 2011 to 2014. Retrieved February 5, 2015, from http://www.statista.com/statistics/283161/us-households-consumption-of-ready-to-eat-cookies-trend/ Statista, . (2014, July). Top cookie brands in the US. Retrieved February 5, 2015, from http://www.statista.com/statistics/189610/top-cookie-brands-in-the-united-states/

36