Oreo, founded in 1912, maintains its position as a grocery staple through evolving marketing strategies and strategic advertising. The brand leverages the internet and social media to target consumers and to engage with popular culture. Notable moments include a timely 2013 social post responding to an NFL game outage and partnerships with brands and celebrities such as Supreme, Marvel, Sour Patch Kids, Post Malone, Lady Gaga, and Selena Gomez. Historically, Oreo followed Hydrox, created in 1908 by baker Jacob Loose, and emerged from competitive dynamics within the Nabisco founding family.
Oreos are a staple of any grocery store's cookie aisle. Known as "milk's favorite cookie," the brand has used strategic advertising to stay relevant in the over one hundred years since its inception in 1912. Oreo's marketing has always changed with the times, and part of the reason the brand is still relevant today is because it relies heavily on the internet and social media, a very easy and convenient way to target specific consumers.
As social media became more and more relevant, Oreo began to focus much of its advertising on online ad campaigns that played into popular culture. In 2013, Oreo responded to the lights going out during an NFL game with a X (then called Twitter) post saying, "You can still dunk in the dark." In addition, Oreo began to collaborate with other popular brands and notable figures, including Supreme, Marvel, Sour Patch Kids, Post Malone, and Lady Gaga.
Even before its current strategy of online marketing came around, advertisements were a huge part of Oreo's success. While Oreo cookies may seem unique, they were actually preceded by Hydrox cookies, a treat that sandwiches cream between two chocolate wafers. They were created by Kansas City baker Jacob Loose in 1908. Loose ended up in a war against his brother Joseph, one of the founders of Nabisco, because Joseph had formed the company against his wishes several years prior.
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