creative brand strategy
DESCRIPTION
The slideshow presents a brand extension for Oreo brand which was my group work duting the second year of my degree in Advertising and Brand Management.TRANSCRIPT
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