According to data from YouGov’s BrandIndex, Oreo achieved the highest uplift in Ad Awareness of any brand in the US in the month of July.
Making the most of the chatter around the US government’s plan to disclose what it knows about Unidentified Aerial Phenomena (or UFOs), Oreo created cookie packs as a peace offering for potential extraterrestrial visitors. Released On June 3, Oreo’s ad invited earth-habitants everywhere to make their offerings at home with the release of specially designed packs of cookies. Fans had a chance to snag the #OREOOffering cookies for a limited time only and the packs quickly sold out.
We’re not sure how the aliens felt about the #OREOOffering, but the earthlings who follow the brand sure took notice. The brand’s Ad Awareness score, which tracks the percentage of people who saw an Oreo ad in the prior two weeks, shot up after the ad was launched late in June. Hovering around 18% from June 27 to July 3, the Ad Awareness score gradually rose to 24% by July 26. The 5-point boost throughout the month of July may also have been helped by the brand’s #ProudWords campaign launched just a week before #OREOOffering campaign.
In continuation of its partnership with PFLAG National, Oreo teamed with creators Zipeng Zhu, Braulio Amado, Kris Andrew Small, and Phædra Charles to create a series of images titled #ProudWords. It was a campaign that aimed to change the negative responses LGBTQ+ people receive when coming out to friends and family. As a part of the campaign, the brand also handed out 3,000 limited-edition OREOiD Pride Packs, featuring cookie fillings in colours reflecting the Gilbert Baker Pride flag and the Lesbian, Trans, Pansexual and Bi+ Pride flags.
Oreo’s Ad Awareness score of 24% is the highest since March 2021. The brand's Consideration score too saw a rise from 38 points to 41 points from June 27 to July 26, 2021.
These major campaigns in June were followed by few announcements throughout the month of July – like the Salted Caramel Brownie flavour and the #ThinsProtectionProgram - camouflaged packs to hide the thins. It would be interesting to see, and YouGov will track, if Oreo maintains its scores with these innovative ad strategies.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Oreo’s Ad Awareness score is based on the question: Which of the following consumer brands have you seen an advertisement for in the past two weeks? and delivered as a 24% score. Scores are based on an average daily sample size of 1,520 adults in the US between June 27 to July 26, 2021. Figures are based on a 4-week moving average. Learn more about BrandIndex.