Oreo Cookie Case Study - Report Writing Assignment Help

Assignment Task:

OREO AS A CONSUMER TRIBE This case focuses on Oreo as an illustration of a company appropriating and applying the ideas of tribes of consumption and making extensive use of social media to facilitate and reinforce the sense of tribal connections around the brand. Oreo's 100th Anniversary Campaign provides an interesting example of how a company can turn its special day into the reinforcement of bonded loyalty and how to use social media creatively to "build brand love." 
Background to Case The Oreo cookie was developed in 1912 in New Jersey by the National Biscuit Company (Nabisco) and was first known as Oreo Biscuit (this name is still used in Europe). Nabisco was owned by Kraft Foods from 2007-2012 and is now a subsidiary of Mondelez International. A chocolate sandwich cookie with a creamy white filling, Oreo is the world's best-selling cookie, sold in more than 100 countries. It has become an iconic symbol of U.S. culture, and its "twist, lick, dunk" ritual resonates with people all over the world, including Canada, which is among the brand's top five markets (after the USA, China, the UK, and Indonesia). In Canada, Oreo is sold under the Christie trademark instead of Nabisco. Oreo's Facebook community includes over 42 million people from more than 200 countries. Oreo's Facebook page ranks among the top 10 brand pages (Oreo Fact Sheet, 2017). The Oreo tribe is as much about adult consumers as it is about children. According to John Ghingo, the former senior director for Oreo Global, "In today's hectic world, people have more responsibilities and pressures than ever before. Despite this, the simple act of enjoying an Oreo cookie and glass of milk continues to speak to a universal human truth: inside all of us ... there's a kid that deserves to be set free every once in a while." 
-Oreo's 100th Anniversary Campaign 
To celebrate the 100th anniversary of the Oreo cookie, a global social media campaign was devised. Activities across social media platforms were critical to the success of this campaign. The central campaign was around the 100 consecutive Daily Twists—portraits created from straws, empty glasses, milk, and Oreo cookies. These were shared over Facebook, Tumblr, and Pinterest, and through the dedicated Daily Twist website. To make the 10 0 -year-old cookie relevant, the Daily Twist images reflected the pop culture, trending events, holidays, and major news events. The images also did not shy away from controversy: to coincide with Gay Prid0Oreo posted an image of a multicolored cookie with the message "Proudly Support Love," which attracted a quarter of a million "likes" on Facebook. However, this posting divided fans, drawing criticism from Christian groups. By engaging with the news, Oreo became the news itself, as the creatively executed Daily Twists were widely discussed on TV and shared in the media( Figure 9.18). Another key event was Oreo's goal to set a Guinness World Record for the most "likes" on a Facebook post in 24 hours. This event was promoted globally through its social media platforms and the Oreo website and was also picked up by various online media outlets and local press. 

Case Study Instructions 
 
Report 1 
 
1. What are the issues/problems identified? Do you agree that these are relevant issues or are they "red herrings"? (a red herring is something that misleads or distracts from a relevant or important question). 
2. Why did this issue/these issues arise? 
3. Are there other important or relevant issues that have not been identified? 
4. What is the context or background of the problem? Is it relevant to the discussion? 
5. Is there an urgent issue that needs to be resolved? If yes, how soon does it need to be resolved? 
6. What other information is missing that could help you analyze and resolve this case? 
7. What are the case questions (written at the end of the case) and your group's answers? Do your group members agree/disagree with each other?  
 
Report 2 
1. What are the relevant theories, principles or processes identified in the chapter that are relevant to this case? 
2. What have you learned in this course (other courses) that might be applicable to this case? If yes, why is this additional information relevant? 
3. What happened? Why did it happen? What should be done about it? 

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