creative brand strategy

Creative Brand Strategy:Oreo Cookie brand extension

Brief: To present a set of proposals for the design

and implementation of a brand extension in the form of a ‘pitch’ to a client.

This task required thoughtful market research and analysis in order to deliver brand that would fulfill current demand.

Mark Received: 90%

The big idea!After long brainstorming sessions our team proposed an extension for the Oreo brand - “Oreo Yummy”, a diary free, soy based drink.

ProductThe dairy-free, soya based drink

Targeted mainly at young families, but also appealing to consumers with lactose intolerance, healthy-living conscious consumers

Nutritious and rich in calcium, promoting a family orientated product experience with a strong 3-step product interaction process - “Shake it, Twist it, and Drink it”

Design 1: Bottle label for “Oreo Yummy”

Design 2: Bottle designPlastic representation of parent brand product-

Oreo cookie

Conveys the initial idea of parent brand product core message (twist-lick-dunk)- when consumer ‘twists’ the cookie, both sides are separated and the consumer can follow the next step of the game.

Bottle HolderDeveloped in consideration of

main brand recognition signs

Brown and white stripes

Appearance of parent brand logo in combination with new product logo

Appearance of producer’s trademark

Was developed in consideration of suitability for shelf space

PackagingThe snack pack contains six 250ml bottles in a

cardboard carry case. The main motives for this decision were:Once you open the container, you don’t need to

consume the drink in a short period of time250ml size is suitable for children’s lunch boxes

(we’re promoting this drink as a healthy option for children as well as adults)

250ml size is more suitable for a child’s grasp6 portions are suitable for small and big families It is appropriate for the product’s core message

integration (shake- twist -drink)

PromotionThe promotion of “Oreo Yummy” is is a key

factor in the success of the extension launch.

Magazine ads to run which target mothers with children pre-11: Woman & Home Slimming and Weight Watchers New Woman Hello! OK Heat

PromotionBanner ads will be run on portals for both men and

women

Ads and banners will make use of the three steps to an Oreo Yummy milkshake: shaking, twisting and drinking.

Adverts will run on four consecutive pages on right hand side of magazine pages in after fashion editorials, along with healthy eating tips

Internet banners will be located on page sides, in 240x400 vertical rectangle format, containing 15 second flash animations of the bottle.

Oreo yummy coaster