02 Oct 2013 Oreo campaign looks to connect with families throughout SA

Mondelez South Africa reports it went the extra mile in researching and creating a new marketing campaign for its famous Oreos cookies – embarking on a qualitative market survey to find out what effect modern lifestyles are having on South African families.

The qualitative study conducted by Plunge Research wanted to uncover and understand the current “family dynamics and roles in South Africa, as well as, generational changes to provide Oreo with rich emotional territory that it could leverage” says the company.

Combinations of focus groups, professional psychologists, as well as a selection of well-known South African celebrities were interviewed in order to get the results.

“The results are both surprising and compelling, leaving the Oreo marketing team with a fact-filled, educational survey, to share,” adds Mondelez SA.

The study identified three main elements that seem to affect the South African family: time constraints, the father/child relationship, and what a child needs from a family, insights that have formed the basis of Oreo’s new communication campaign

The Oreo Study results, which outlines in more detail the findings and some guidelines to improve the time, spent with children, is available online: www.oreostudy.co.za

“Oreo is a biscuit brand that inspires moments of childlike delight and one that values and enjoys moments of togetherness within family units. Oreo allows families to connect in powerfully simple ways that creates lasting family bonds,” notes Mondelez SA.

“Oreo’s new TV commercial showcases a family moment being shared between a child and a parent. A dad comes home from work and takes the time to bond with his little girl as she teaches her daddy how to twist, lick and dunk an Oreo. This creates a slowed down moment that allows for family bonding time.”

The commercial will be aired on all major TV channels from mid-September. You can view it here:

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