Oreo counterattack road 1908, Hydrox company launched two chocolate chip sandwich butter cookies, which were well received by the market. Oreo, which was born four years later, initially imitated the shape of biscuits introduced by Hydrox company to make lemon-flavored sandwich biscuits, but the sales volume was very bleak, so Oreo decided to directly copy and introduce the second generation Oreo biscuits, which are now the mainstream Oreo biscuits. When the second generation Oreo biscuits came out, Oreo instantly attacked and was highly sought after, but at the same time it angered Hydrox, the original biscuit company, and took Oreo to court in anger. But because the circle is the basic shape and the biscuits are processed with milk, they can't apply for a patent, so Oreo finally won the case.
The escaped Oreo began to use this opportunity to expand his influence. The advertising creativity of twisting, licking and soaking was deeply rooted in people's hearts, and finally Oreo surpassed his opponent and became the industry hegemon. I believe many people have passed? Twist, lick, soak? I learned about Oreo in an advertisement. ?
Oreo hand-painted design draft circulated on the Internet. From the signature, we can guess that the designer is William A. Turnier, 49, who once worked in Oreona Beske.
The Oreo above is not only like a carefully designed work of art, but also like a closely constructed architectural space.
Oreo can be called a legend, partly because of its soft taste and texture, sweet and greasy cream and hard and crisp chocolate, but more because of its appearance. It represents a prototype, reminding people that biscuit design is as conscious as architectural design, and sometimes even biscuits can be better. ?
Twisting, licking, soaking in TV commercials in the 1980 s, Oreo began to frequently screen with milk. In the "Bright Time" advertisement of 1983, the little girl soaked Oreo in milk before eating it, which was adopted by later advertisements and gradually developed into an advertisement of "twisting, licking and soaking". Oreos were once too sweet and greasy when they entered the Asian market. Soaking milk before eating has become a good way to solve the problem of being too sweet and greasy. The key point is that Oreo designed a magical sense of ritual in the details of eating, similar to Christian prayer before meals, and the public's belief in the brand was quietly rooted in these three simple actions.
The moment of "twisting, licking and soaking" belongs to the moment when you become attached to Oreo and enjoy it.
Follow-up Oreos are also on themselves? The rest of my life? Create a biscuit empire and eventually become a familiar biscuit brand.