‘Some of the more recent innovations have extended beyond the cookie jar,’ says Murl. ‘We know, for instance, that consumers are constantly looking for convenience, and we are using individually wrapped portable packs for some new products.’The latest product, timed to celebrate the brand’s 60th year in Canada, takes the Oreo theme into a different format. And in 1992 we brought out the Mini version.‘We do product testing with consumers so that whenever we’re launching new products, we ensure they meet or exceed expectations in terms of taste and colour,’ she adds. ‘We’ve had some great limited-edition fun packs for the holidays with various coloured creams. ‘At that point there had never been a different-coloured cookie base, and referring to the Oreo ritual with milk made it clear that we were doing something new.’Oreo existed in its classic creme sandwich cookie format until the ’80s, when a number of product innovations were introduced, including Double Stuf, Chocolaty Covered and Baking Crumbs, for making cakes, pie crusts and other variations (see sidebar).‘We’re always looking for new varieties for Oreo,’ says Murl. ‘The insight was that Oreo has a distinctive form,’ says Draftfcb CCO Robin Heisey, ‘so how could we interpret the different flavours in the language of Oreo?’And for the launch of Golden Oreo in 2005, the agency created a print campaign with the tagline ‘Surprise Your Milk’ and an accompanying TV spot featuring one child telling another, ‘When I was your age, Oreos were chocolate.’‘I thought the ‘When I Was Your Age’ ad got the Golden Oreo news out there in a way that really made sense for the brand,’ says Draftfcb group account director Liz Ashworth.
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