The Oreo Turns 100, With a Nod to the Past
ON March 6, 1912 — before the Titanic sailed or sank, before the first Opening Day at Fenway Park — the National Biscuit Company made its first sale of Oreo sandwich cookies, to a grocer in Hoboken named S. C. Thuesen.
A century later, the brand’s present owner, Kraft Foods, is readying a centennial celebration that looks ahead as well as back.
The commemoration takes the form of what Kraft Foods is calling the first worldwide campaign for Oreo that is fully integrated, including traditional and new media, stores, events, promotions and public relations. There is even a tangible, edible way for consumers to take part: a limited-edition variety called Birthday Cake Oreos.
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....
comments powered by Disqus
- U.S. Textbook Skews History, Prime Minister of Japan Says
- Recalling a Film From the Liberation of the Camps
- Skull Fossil Offers New Clues on Human Journey From Africa
- Are crude conspiracies right? Research shows nations really do go to war over oil
- Famed SC civil rights protesters have convictions erased
- Slavic scholars divided over a scholarship sponsored (and withdrawn) by Stephen F. Cohen
- Claire Strom to Step Down as Editor of Agricultural History
- Joan Peters’s legacy assessed by one of her fiercest critics, Norman Finkelstein
- West Point historian says if his cadets can understand the history of war, so can Congress
- Australian historian Alan Atkinson wins $100,000 literary prize