Professional Documents
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The production capacity of wafer biscuits is 60 MT and the cost is Rs.56,78,400 with
a motive power of 25 K.W. Indian biscuit industry has occupied around 55-60 percent of the
entire bakery production. Few years back, large scale bakery manufacturers like Cadbury,
Nestle, and Brooke bond tried to trade in the biscuit industry but couldn't hit the market
because of the local companies that produced only biscuits.
The Federation of Biscuit Manufacturers of India (FBMI) has confirmed a bright
future of India Biscuits Industry. According to FBMI, a steady growth of 15 percent per
annum in the next 10 years will be achieved by the biscuit industry of India. Besides, the
export of biscuits will also surpass the target and hit the global market successfully.
Mondelz International
Mondelz International, Inc. is an American multinational confectionery, food and
beverage conglomerate, employing around 107,000 people around the world. It comprises the
global snack and food brands of the former Kraft Foods Inc. The Mondelz name, adopted in
2012, came from the input of Kraft Foods employees at the time, a combination of the words
for "world" and "delicious" in Romance languages.
Mondelz International manages snack brands around the globe, including cookies and
crackers (Oreo, Chips Ahoy!, TUC, Belvita, Triscuit, Club Social, Barni, Peek Freans),
chocolate (Milka, Cte d'Or, Toblerone, Cadbury Dairy Milk, Lacta), and gum and candy
(Trident, Dentyne, Chiclets, Halls, Stride, Cadbury Dairy Milk Eclairs).
About Oreo
In 1912, the same year the South Pole was discovered, Oreo was first sold in
Hoboken, NJ. Since then, it has become the worlds favourite cookie and the best-selling
cookie brand of the 21st century. Oreos marketing campaigns always spoke to the target
audience in a traditional way and the brand developed a very traditional image. Last year,
celebrating its 100th birthday, Oreo wanted to rejuvenate it and as part of the centennial, the
company launched an outstanding campaign called the Daily Twist.
Jacob Loose and John H. Wiles, the former of which were originally part of the great bakery
conglomeration of 1898 (the one that formed into the National Biscuit Company).
Wanting a more personal
approach to baking and not wanting
to be lost in the bakery conglomerate,
Loose liquidated his assets and
helped form Sunshine Biscuits. (The
company actually was the third
largest cookie baker in the US when
it was acquired in 1996 by Keebler.
To this day, the Sunshine brand still appears on Cheez-its, among other products.)
In any event, in 1908, four years before the Oreo, Sunshine debuted the upscale, and
soon to be very popular, Hydrox biscuit, which the Oreo was a pretty blatant rip-off of, cream
filling, embossing and all. Of course, Nabisco denies this is where the idea for the Oreo came
from, but the evidence at hand strongly indicates otherwise.
As for the name, there has never been a firm answer for why the National Biscuit
Company chose Oreo, though there are several theories. There is speculation that Oreo is
derived from the French word for gold or, since the original packing was gold and the
item was meant to be a high-class confectionery. It could also come from the Greek word
for mountain or mound oros, since an Oreo is a mountain of a cookie. It has also been
speculated that maybe it was named for the cookie itself, two O shape cookies sandwiching
the cream, O-cream-O.
The identity of the designer behind the distinctive emboss on top of each cookie or
what the emboss signifies has also become part of the Oreo mystery. The first design was
simple enough with the name Oreo and a wreath at the edge. In 1924, the company
augmented the original design to go with a 1921 name tweak from Oreo Biscuit to Oreo
Sandwich. The 1924 design added a ring of laurels and two turtledoves. Twenty years later,
in 1952, is when todays elaborate, beautiful, design first appeared.
But what does the design signify, if anything? Historians believe the circle that
encases the word oreo with antenna-type symbol on top was an early European symbol for
quality. Cookie conspiracists believe that the antenna symbol is actually a Cross of Lorraine,
a symbol identified with the famed Knights Templar. The four-leaf clovers that surround
the name could be just that or it could be the cross pattee a geometric pattern of four
triangles radiating outwards that is also associated with the Knights Templar and the
Freemasons. Its up to the individual what they want to believe, but this author thinks the
Oreo cookie is a delicious Da Vinci Code style map leading to a treasure buried a thousand
years ago Or as I like to call it, the probable plot to National Treasure 3.
Now, who designed the emboss? Evidence points to William Turnier. However, while
Nabisco admits that a man by the name of William Turnier worked for them for fifty years,
they deny that he developed the 1954 design. That said, his son and drawn proof indicate
otherwise. Turnier joined the company in 1923, working in the mail room. He eventually
worked his way up to the engineering department, helping make the dies that made the
cookies, the industrial-sized cookie cutters as it were.
So wheres the evidence? In the home of Bill Turnier, Williams son, perched on a
wall is a framed 1952, line drawn blueprint of the modern Oreo design. (If youre
curious, Why Blueprints are Blue) Underneath the blueprint, it is written Drawn by
W.A.Turnier 7-17-52, two years before the design would find itself on the Oreos sold in
stores. Despite this evidence, the Kraft (who now owns Nabisco) Corporate Archives only
says that Turnier was a design engineer and he received a Suggestion Award in 1972 for an
idea that increased the production of Nilla Wafers on company machinery by 13 percent.
So can Bill shed any light on what his father was thinking when he seems to have drawn the
design? Not really, though he did admit that the design, while beautiful and resembling more
mysterious symbols, probably had nothing to do with the Knights Templar. His father wasnt
a Mason either.
As for the stuff between the intricately-designed cookies, the filling- it was made
partially of lard pig fat until 1997. In 1994, Nabisco embarked on a nearly three year
revamping process of the filling to take the lard out. In charge of this was Nabiscos principal
scientist Sam Porcello, otherwise known as Mr. Oreo. By that point, Porcello was already a
cookie legend, holding five Oreo related patents, including Oreos encased in white and dark
chocolate. By December 1997, the Oreo cookie was lard-free, but there was another problem
the lard had been replaced by partially hydrogenated vegetable oil; yes, the very much not
good for you trans fats. As the Chicago Tribune put it, Later, research showed that trans fat
was even worse for the heart than lard. Finally, in January 2006, healthier (and more
expensive) non-hydrogenated vegetable oil was put into Oreos instead. Todays filing is
additionally made with loads of sugar and vanilla extract creating a cookie that still is
delicious, but slightly better for you.
Competitors
1. Britannia Bourbon
2. ITC Sunfeast Sandwich Biscuits
3. Parle Hide n Seek
In 2012 Oreo was celebrating its 100th birthday and wanted to use the anniversary to
rejuvenate the brand. As part of the centennial, the company launched the Daily Twist
campaign, which some of the industry colleagues believe has set a new standard for
marketing in the digital age.
About Campaign
Oreos Daily Twist campaign playing on the twist, lick and dunk ritual
followed by many Oreo fans offered a whimsical, humorous or eye-catching ad each day
that reflected the latest happenings, pop culture news, milestones or celebrations taking place
in the world. The artwork featured images of the iconic cookie and perhaps the usual Oreo
sidekick a glass of milk.
Oreos birthday mission was to help everyone around the world celebrate the kid
inside and Daily Twist aimed to filter the world through the playful imagination of
Oreo, Cindy Chen, director of marketing for Oreo at Kraft Foods, told Ad Age. The goal of
the daily ads was to show the world how relevant this brand is now, Chen told the New
York Times, by commenting on real-time happenings.
The campaign started on 25th June 2012 with a bold move a polarizing image of the
cookie, stuffed with rainbow filling to celebrate Gay Pride Month. There was also a Shark
Week Oreo, a Mars Rover Oreo and a tribute to panda Shin-Shins newborn cub just a
handful of 100 iterations that rolled out daily through to 2 ndOctober. It then ended with a live
campaign production conducted for all Times Square to see and for all the industry to see
what a brand newsroom looks like.
Some might mistake Daily Twist as a print campaign, because at its heart are
simple yet striking images. But Chen told Ad Age that it was ultimately a social and digital
campaign to engage the brands growing fan base. There was a dedicated website
brands.nabisco.com/Oreo/dailytwist and a presence on Pinterest, Tumblr and Facebook. The
chosen content was designed to spark conversation and sharing. Consumption of media has
shifted quite a bit too digital, social and mobile. To be on pace with that is really important
for the brand to continue to grow; thats why the Daily Twist program was born, Chen
emphasized to Ad Age.
This was a group effort from an integrated agency team consisting of DraftFCB New
York, 360i, Weber Shandwick and MediaVest. DraftFCB creative director Megan Sheehan
described the day-to-day work of the campaign to Ad Age. She said that although some
cookie designs for Twist were predetermined, most of the work happened in real time.
Every morning the team concentrated on whats trending and whats right for Oreo. And
every day was production day, with photo shoots involving real Oreos. Weve shot cookies
at every angle known to man and a few new ones. All this had to happen very quickly. As
Chen told ABC News, many Daily Twists were turned around from concept to completion
in as little as six or seven hours.
Results
The content created during this campaign was received very positively. As outlined
on the Cannes Lions website, the campaign got 433 million Facebook views with +280%
increase in shares, created 231 million media impressions, +2,600 media stories recognizing
the rejuvenation and making Oreo the brand with the highest buzz increase in 2012 (+49%).
See an illustrative video of the campaign here. In the words of 360i, By the end of the 100
days, Oreo became a living, breathing part of culture and people looked at the brand in a
completely new way.
As Chen highlighted to ABC News, the campaigns success was not only relying on
headlines. The biggest reach of one single post during the campaign was not the Pride, but
the panda daily twist in honor of the birth of the Chinese panda Shin Shins baby. As a result
of such strong global engagement the posts reach was 4,409,344 more than 21,000 higher
than Pride.
The success of the campaign has also been widely recognized across the industry. In
total, it has received four Cannes Lions, three Clio, three Effie, one Facebook Studio and one
Webby award. Based on 360i, some of the industry colleagues believe this campaign has set
a new standard for marketing in the digital age.
AWARDS
Oreo Daily Twist Campaign Wins The 2nd Annual Facebook Studio Blue Award
Facebooks Creative Council evaluated hundreds of Facebook ad campaigns submitted by
brands and agencies from across the globe to select winners for the 2013 Facebook Studio
Awards. The winner was Oreo, taking home the Blue Award for the Oreo Daily Twist
Campaign, a social program that marked Oreos 100th Birthday Celebration by posting 100
pieces of social content referencing culturally-relevant events in 100 days.
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BIBILOGRAPHY
http://www.mindjumpers.com/blog/2012/10/oreo-daily-twist/
https://milksfavouritecookie.wordpress.com/2014/09/20/integrated-marketingcommunications-promotions/