Advertising, Brand and Consumer Behaviour (The Indian Context), Ist Edition by Pearson

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Oreo

Oreo, the brand of biscuit that is marketed in a number of countries all over the world, was launched in India in the year 2011 (Sayal, 2011). Oreo is the leading biscuit maker in the world, and the biscuit has a unique taste—a filling of vanilla cream in between. Oreo had introduced the campaign ‘twist, lick and dunk’ in India which is a ritual owned by the brand for the last 100 years (Campaign India Team, 2011; Sayal, 2011). The Indian culture has a number of rituals that are diverse and the brand’s campaign dovetailed well into it.

Dipping a biscuit in a glass of tea is a part of Indian culture. However, Oreo chose a slight modification to this ritual. The Oreo advertisement showed a father and a son doing the ‘twist, lick, dunk’ ...