Documente Academic
Documente Profesional
Documente Cultură
Group members:
Nguyen Ngoc Thuy An s3515329
Trinh Hoang Thin An s3519054
Nguyen Tran Khoi Nguyen s3515603
Caitlin Mountford s3452979
Nguyen Ngoc Thuy Tien s3548183
Course: GRAP2413 Understanding
Advertising Media
Lecturer: Supanida Chantarin
Assignment: Roles of Media in Building
Brand
strategy has the relevant media, which can help to enhance the
creativity of the message carrying over to the communication.
III. OREO Wonderfilled campaign
OREO, the world-famous twist-lick-dunk cookie brand that was
founded by Kraft Foods had just celebrated its 100th birthday in March
2012. Due to this momentous milestone, OREO collaborated with The
Martin Agency to create a remarkable campaign called Wonderfilled
that will reinforce its brand values and position the brands equity for
the next 100 years. (Warc 2014).
This outstanding case study by OREO is analyzed in order to support
the idea of what branding is that was mentioned above and how a
good branding strategy is created.
The premise of the whole campaign is based on the fact that our
society nowadays is suffering with a great deal of crisis from terrorism
to murder or poverty. OREO, as a brand, aims to attach itself to a
positive theme. They want customers to believe that the act of sharing
an OREO can generate positive changes in life. Through Wonderfilleds
message, the public is encouraged to have a broader perspective and
more opened heart on how we see the world. (Schiff, A 2014)
Brand personality
Brand equity
To sum up, OREO has a wonderful media plan to support the branding
process. Among the growth of social media, many companies
challenge to be a winner in online advertising but some of them can
reach the success. In this case, OREO Wonderfilled campaign runs the
right media to reach the potential customers and interact with the
customers by showing their interests, such as baking tips with OREO,
and how to eat OREO.
V. CONCLUSION