Oreo through its new initiative will bring space travel within the reach of consumers. They just have to buy an Oreo cookie. This is being done to promote the latest launch: Space Dunk cookies. Oreo is giving consumers an opportunity to become the second Indian to go to space by simply buying and scanning an Oreo Space Dunk cookie pack. This limited edition pack will be available in the market this month, and is an extension of a global campaign.
MediaNews4U.com caught up with Nitin Saini, Vice President of Marketing, Mondelez India:
Q. How did the idea of doing a space campaign to promote Oreo come about?
The Oreo space dunk campaign is an extension of our global campaign which clearly had the potential to take the brand’s playful spirit to new heights. India’s recent space exploration missions have captured the imagination of young and old across the nation. There is an increased curiosity and adulation for what the country has managed to achieve in the realm of space exploration. And leveraging the universal fascination with outer space aligns seamlessly with Oreo’s proposition of sparking playful experiences and inspiring imaginative journeys, thus enabling consumers to have an emotional connection with the brand.
Q. What are the various facets of the campaign?
We have launched special edition ‘Space Dunk’ packs with space-themed cookies that come with a QR code which, upon scanning, will redirect the consumer to a microsite, giving them a chance to be the first person to Twist, Lick, and Dunk in space. To make this happen the brand is partnering with Space Perspective to offer a chance to embark on a transformative six-hour journey to the edge of space in Space Perspective’s Spaceship Neptune—a pressurized capsule propelled gently by a SpaceBalloon™. The lucky winner can expect all the comforts of the world’s first Space Lounge such as a world-class meal, complimentary Oreo cookies, Wi-Fi, and even a Space Spa with a bathroom.
Q. Mondelez over decades has looked at the theme of celebrations and building an emotional connect in its campaigns. What kind of emotional connect is the Space Dunk campaign looking to build?
Over the years, Oreo has built its relevance within the pop-culture ecosystem through playful takes on occasions, events and themes through impactful story-doing. Right from playfully nudging meaningful connections between the parent and the child with its ‘Disconnect to Connect’ narrative, to, tapping the cricket frenzy with its World Cup campaigns with MS Dhoni that celebrated the typically Indian rituals around cricket watching, the brand has time and again creatively demonstrated its ‘Playful’ narrative and forged lasting connections with consumers.
This campaign takes the idea of playfulness to new heights encouraging consumers to let their imagination soar and engage with the brand in a fun, novel way while strengthening Oreo’s reputation as a brand that invites consumers to journey into a world brimming with excitement and childlike wonder.
Q. Currently what is the market share of Oreo and what goals have been set in this regard for 2024?
Mondelez first introduced India to the taste of Oreo back in 2011 and within just eight years of its existence, it became one of the most loved crème biscuits in India. This is a significant achievement for the brand in such a short span of time. Going forward, the strategy remains to premiumise the biscuit category while also focusing on rural market expansion through greater distribution efficiency, fostering strong partnerships and building deeper regional activations and connections.
This is just the beginning of our journey to become a strong challenger within the biscuit category in India.
Q. Decades ago Mondelez’s marketing focus was that chocolate is not just for children. Is Oreo adopting a similar marketing focus and message that cookies are not only for children?
Oreo’s purpose has always been to fill the world with more playful moments, by bringing loved ones together.
Q. For achieving personalisation at scale what are the key things that the company keeps in mind?
Consumer centricity is a cornerstone of all the work that we do at Mondelez India and we have been using digital effectively to scale data-driven marketing and build hyper-personalized experiences for our consumers. This approach is what we refer to as Empathy@Scale. As a brand that has consistently represented a plethora of emotions, our priority has been to accurately capture every consumer’s essence across our marketing endeavours.
Our communications consistently push creative boundaries, aiming to create campaigns that deeply resonate with both our consumers and the wider community, and our latest Oreo Space Dunk campaign exemplifies this commitment. We believe that by authentically narrating a story and emotions attached to our brand, we strengthen our value proposition which helps us personalize at scale.
Q. The Shahrukh Khan My Ad was an excellent example of using AI. What can we expect in the AI area going forward from Mondelez?
While AI presents promising opportunities, we believe in maintaining a balance where the idea remains paramount, with technology serving as a facilitator rather than the focal point. This clarity is crucial to preserve the essence of storytelling and uphold the connection between the brand and its consumers. At the end of the day, it is the idea that connects the brand to its consumers and builds long-term equity.
Another crucial aspect is to monitor and understand the target audience and their evolving behaviour. AI can be leveraged to personalize campaigns for the consumers and predictive analysis can be used to predict consumer behaviour and trends which can help optimize marketing efforts. We always evaluate the need and use of tech if it adds any value and can amplify campaign engagement at the level we expect or need.
8. What role do AR and VR play for Mondelez?
At Mondelez, we view AR and VR as powerful tools to enhance consumer engagement, complementing our core principles of prioritizing impactful ideas over technology. We believe in leveraging AR and VR when they serve the campaign’s objectives effectively, ensuring that storytelling remains the focus while technology facilitates immersive experiences. Case in example, our Cadbury Celebrations This Ad Is My Store campaign of 2023 which offered talented women homepreneurs the platform to shine by turning every Cadbury ad across all formats into a shoutout for their business, and our recent Birthday Campaign by Cadbury Celebrations that allowed consumers to make personalised birthday songs for their loved ones using AI.
Q. What would you say is the key reason for Mondelez’s brands like Cadbury staying relevant even after being in the market for decades?
Building a brand cherished for 75 years demands an unwavering commitment to core principles. We prioritise maintaining consistent brand quality and identity while adapting to evolving consumer preferences, embracing customer-centricity through deep insights, and evoking emotions via compelling story-doing. Innovation drives us to explore new products and technologies. Reliability and sustainability define our reputation and foster trust and loyalty.
We harness technology to enhance customer experiences and engagement, staying aligned with cultural shifts while preserving our authenticity.
In our journey, we’ve not only stayed resilient but steadfast, cultivating open feedback channels and delivering enduring value to our customers, ensuring Mondelez India and its iconic brands remain relevant and beloved for generations.
Q. Over the past five years digital marketing has grown in importance. But does Mondelez still use traditional media a lot like TV, and print? What does the marketing budget split look like today?
Our media mix is designed to strike a balance between the two. We recognise the enduring importance of traditional channels while also acknowledging the rising significance of new-age digital platforms.
Our approach is underpinned by data-driven insights that empower us to craft tailored messages and offerings, catering to specific consumer segments on the most appropriate platforms. By harnessing these insights, we aim to maintain relevance and authenticity in our communication strategies while effectively connecting with our diverse customer base.
Q. Finally where is the whitespace for growth? Is it across the country or in the smaller towns and cities?
Both rural and urban areas present unique opportunities for expansion. Our approach has always been 360 degrees, focusing on capturing diverse audiences across geographies through unique and iconic narratives, complimenting it with strong route-to-market strategies.
