Special Co-Branding

Oreo’s Homage to “Game of Thrones”

By Delphine Hirasuna | April 12, 2019April 22, 2019

From upper left to lower right: House of Stark, the Night King, House of Targaryen, and House of Lannister

For the two or three people in the modern world who don’t know, Sunday April 14^thmarks the start of the eighth and final season of “Game of Thrones” on HBO TV. Based on the adaptation of “A Song of Ice and Fire” book by George R.R. Martin, “Game of Thrones” is a medieval fantasy epic that chronicles the violent dynastic struggles of noble families vying for the Iron throne in the Seven Kingdoms of Westeros. The HBO series, created by David Benioff and D.B. Weiss, is predicted to attract more than one billion viewers worldwide in its final season.

Season eight provided the perfect opportunity for Oreo to issue special edition cookies that would appeal to “Game of Thrones” fanatics. Instead of showing its brand as a friendly chocolatey snack, Oreo emphasized the stark black-and-white appearance of its cookies and stamped them with the crests of the fictional warring families. The packaging, too, showed the sinister-looking iron throne. Oreo and HBO took this brand pairing a step further by teaming with Elastic Creative to substitute the show’s title sequence with a cookie-built version made entirely out of 2,750 Oreos. The brand campaign is so imaginative that the limited edition offering is selling out as fans join in the fun of munching on “Game of Thrones”-themed snacks.

Advertising

Oreo Wonderfilled Campaign Tackles Cynicism

By Delphine Hirasuna | May 30, 2013September 4, 2014

When Oreo launched its Pollyannishly optimistic “Wonderfilled” ad campaign recently, it chose to air it on AMC’s darkly cynical “Mad Men. ” Quoted in AdAge, Janda Lukin, director of Oreo at Mondelez International, Inc., says that the show’s adult audience is the demographic Oreo wanted to attract. “Kids already have a sense of wonder in how they see the world, but adults have to be reminded of that. The stories resonate with different people, but overall, it’s an adult campaign.”

Design Quizzes

Quiz: Top Snack Brands on Facebook

By Delphine Hirasuna | June 13, 2011September 4, 2014

Social Media Week ran an interesting article last week on the 20 top snack brands on Facebook based on community size. According to a survey it conducted in April, the top brand attracted nearly 19 million fans, while the 20th ranked brand garnered 1.6 million. Here’s a quiz to see if you can rank the brands in order. Keep in mind the ranking isn’t according to sales, but on how effectively these brands used Facebook. Click here to read Social Media Week’s analysis of popular features that the brands integrated into their Facebook site.