We all have heard of great consumer brands still kicking with 100 years of heritage . Oreo cream sandwich biscuits joins the rank of iconic brands of world with presence in all continent Kraft makes major media blitz to celebrate 100 years of Oreo .
Kraft Foods, is readying a centennial celebration that looks ahead as well as back.
The commemoration takes the form of what Kraft Foods is calling the first worldwide campaign for Oreo that is fully integrated, including traditional and new media, stores, events, promotions and public relations. There is even a tangible, edible way for consumers to take part: a limited-edition variety called Birthday Cake Oreos.
The campaign is indicative of two trends reshaping consumer marketing. One, referred to on Madison Avenue as authenticity, involves responding to a growing interest among consumers seeking value in the provenance of brands as they search for products whose quality has been tested over time.
The other trend involves efforts to present those heritage brands in updated ways to reassure consumers they can still meet contemporary needs.