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Creative Brand Strategy:Oreo Cookie brand extension,[object Object]
Brief: ,[object Object],To present a set of proposals for the design and implementation of a brand extension in the form of a ‘pitch’ to a client. ,[object Object],This task required thoughtful market research and analysis in order to deliver brand that would fulfill current demand.,[object Object],Mark Received: 90% ,[object Object]
The big idea!,[object Object],After long brainstorming sessions our team proposed an extension for the Oreo brand - “Oreo Yummy”, a diary free, soy based drink.,[object Object]
Product,[object Object],The dairy-free, soya based drink,[object Object],Targeted mainly at young families, but also appealing to consumers with lactose intolerance, healthy-living conscious consumers,[object Object],Nutritious and rich in calcium, promoting a family orientated product experience with a strong 3-step product interaction process- “Shake it, Twist it, and Drink it”,[object Object]
Design 1: Bottle label for “Oreo Yummy”,[object Object]
Design 2: Bottle design,[object Object],Plastic representation of parent brand product- Oreo cookie,[object Object],Conveys the initial idea of parent brand product core message (twist-lick-dunk)- when consumer ‘twists’ the cookie, both sides are separated and the consumer can follow the next step of the game.,[object Object]
Bottle Holder,[object Object],Developed in consideration of main brand recognition signs,[object Object],Brown and white stripes,[object Object],Appearance of parent brand logo in combination withnew product logo,[object Object],Appearance of producer’s trademark,[object Object],Was developed in consideration of suitability for shelf space,[object Object]
Creative Brand Strategy
Packaging,[object Object],The snack pack contains six 250ml bottles in a cardboard carry case. The main motives for this decision were:,[object Object],Once you open the container, you don’t need to consume the drink in a short period of time,[object Object],250ml size is suitable for children’s lunch boxes (we’re promoting this drink as a  healthy option for children as well as adults),[object Object],250ml size is more suitable for a child’s grasp,[object Object],6 portions are suitable for small and big families,[object Object],It is appropriate for the product’s core message integration (shake- twist -drink),[object Object]
Promotion,[object Object],The promotion of “Oreo Yummy” is is a key factor in the success of the extension launch.,[object Object],Magazine ads to run which target mothers with children pre-11:,[object Object],Woman & Home,[object Object],Slimming and Weight Watchers,[object Object],New Woman,[object Object],Hello!,[object Object],OK,[object Object],Heat ,[object Object]
Promotion,[object Object],Banner ads will be run on portals for both men and women,[object Object],Ads and banners will make use of the three steps to an Oreo Yummy milkshake:,[object Object],shaking, twisting and drinking. ,[object Object],Adverts will run on four consecutive pages on right hand side of magazine pages in after fashion editorials, along with healthy eating tips,[object Object],Internet banners will be located on page sides, in 240x400 vertical rectangle format, containing 15 second flash animations of the bottle. ,[object Object]
Oreo yummy coaster,[object Object]

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