Oreo Ad Analysis
Oreo’s are a staple favorite of many people throughout the world. Growing up, Oreo’s were a regular as part of the dessert table to enjoy after dinner with milk or to have on hand for a snack at any time during the day. Their ubiquitous appeal has made Oreo a household name and one that the vast majority of people can recognize. One look at their logo is all it takes to know that you’re looking at an Oreo product. A tasty cookie filled with two delicious layers of chocolatey goodness sandwiched by white frosting filling…who could resist? This is the Oreo Ad.
History of Oreo Cookies
Oreo’s were created by the National Biscuit Company (NBC) in 1912. Even then, they had two distinct layers of chocolate and vanilla. The original Oreo cookie was called the Hydrox, which is still used for an alternate product. It wasn’t until several years later, when Nabisco took over NBC, that they began to package their most famous cookies as Oreo’s, a name that was created from the combination of “or” and “re,” meaning to be all of one flavor.
It wasn’t until 1948 that Oreo put out its first television ad. Unfortunately, it aired only once and was not heard of again for 30 years. This ad featured an animated white dove and was only aired for five seconds. In this one commercial, the cookie that we all have come to know and love had its basis created, as the ad itself has become iconic in advertising history.
Newest Oreo Ad
Oreo’s Snow White and the Seven Dwarfs ad is a clever take on the classic fairy tale, featuring a tall glass of milk representing Snow White and seven Oreo cookies representing the dwarfs. The ad is presented as a tie-in with a production of Snow White and the Seven Dwarfs on Broadway. It is meant to bring the classic story closer to people’s everyday lives and make it more relatable.
Ad Strategy
The ad is designed to conjure the imagery of Snow White and her companions in the classic fairy tale. At first glance, the viewer has no context other than the glass of milk and line of cookies behind it. It is only when the eye is drawn down that one realizes the image is related to the Snow White story, causing you to reexamine the idea in that context.
The minimalist approach in the ad, which makes the meaning initially unclear until further examination. Which is a classic example of a “double-take” technique. This ad draws the viewer in because it makes you look twice at the image. After seeing the connection to Snow White and her companions, you are left with a sense of amusement. While also feeling satisfied as you have connected two pieces of information that are separate.
The “double-take” technique is popular among advertisers because it causes the viewer to stop and examine an image. Thus creating the feeling of being in on some kind of inside joke. It also gives the ad a sense of humor that leaves audiences feeling like they want more.
Target Audience
The ad appeals to a mass audience. It is meant to be watched and enjoyed by people of all ages. The age range targeted is broad, as the fairy tale is one that can be appreciated by children and adults alike. Oreo has kept the product itself in line with this more family-friendly approach. As seen on their website, where they have jingles and games designed to appeal to younger children.
Oreo’s Snow White and the Seven Dwarfs ad is unique in its portrayal of an iconic fairy tale. The play on words used in the title is meant to draw attention and make it a fun story to tell. The subtlety employed by Oreo makes this a playful ad that appeals to both children and adults. Therefore the parallels between the image and the story are recognizable at all ages. And with its tie-in the Broadway play, the ad also appeals to theater-goers and lovers of musicals.
What the Ad Says About Oreo
The ad reinforces Oreo’s iconic status by using a classic fairy tale that children typically enjoy. In addition, the ad uses a play on words to make it fun yet not childish. Moreover placing the cookies within the story’s context and making them obvious when you see them for what they are. This approach connects with younger generations who are familiar with the story. As well as older ones who remember seeing it in their youth.
This ad strategy is meant to be fun and clever, reinforcing the friendly nature of the cookie brand. While Oreo is a worldwide name that many recognize, they have not given up their roots. The cookies and advertising are still as American as ever, giving people something familiar rather than exotic or foreign to enjoy when they feel like a snack.
First Impression
This ad is clever and makes use of an established fairy tale to make the cookies relatable. The “dwarves” are all easily recognizable Oreo cookies, while the milk represents Snow White herself in the story, with the glass of white milk towering over the smaller cookies. This ad does not take itself too seriously yet presents a fun visual that people of all ages can appreciate.
Conclusion
The ad is successful on multiple levels, as it connects with a broad audience and uses humor to draw them in. In addition, the use of an established work of fiction allows the product itself to be appreciated by people who may not even like Oreo cookies, making this a clever ad that appeals to all demographics.
Through a play on words and clever visuals, Oreo has successfully placed their cookies within a context that most people will recognize. This strategy utilizes humor to connect with its audience while emphasizing Oreo’s roots as a classic American product. The result is an ad that appeals to a broad audience and endearingly promotes the company.
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