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
- Election results are in for the American Historical Association
- Nial Ferguson warns Obama’s bet on Iran has low odds of success
- Sven Beckert’s List of the Ten Books on Slavery You Need to Read
- Jonathan Zimmerman says homosexuality is not alien to Africa
- Historian Howard Segal says the cost of paying for expensive commencement speeches is diverting funds from where they’re most needed