CLIENT
Kraft Foods, Inc.
Jeff Sigel, Sr. Associate Brand Manager
Kevin McGahren-Clemens, VP - Mktg.
Mike Faherty, Sr. Category Business Dir.
Elena Putilina, Brand Dir.
Mike Brandstaedter, Brand Dir.
AGENCY
Teri Meyer, EVP - Group Creative Dir.
Sandy Greenberg, EVP - Group Creative Dir.
Jason Kahner, SVP - Management Dir.
Stacy Suttmiller, VP - Account Dir.
SUMMARY
While the Oreo brand is over 90 years old and has universal household awareness, with Double Delight Mint 'n Creme, Oreo was able to increase its relevancy and grow share by expanding its objectives in broadening both its target audience and competitive frame of reference. The campaign's goal was designed to attract new adult users into the franchise, by touting its core equity: Delight consumers with the one-of-a-kind Oreo experience; and "Trade" successfully captured that essence by depicting a pure, unadulterated moment of childhood delight.
