To publicize the claw Kraft covers all lands

The cake has all the ingredients of a trade mark World icon. A recognizable design between Mile, with its white cream between two black biscuits. A package to the blue edged with the rest of the RADIUS. A ritual that is associated with: large consumers do turn, eat its cream to vanilla taste and then soak the cocoa part in a glass of milk.

But if Oreo is the number one sales in the United States, where it was launched in 1912, and exists in over 100 countries, it is a small new hexagonal market. He had made his entry into France on the edge of the foot in 2000, via an importer, triumph SNAT. At the time, Kraft Foods, to which the mark belongs, had not taken the option to market it online. But resumed in 2007 LU and his trademark Prince or Mikado by the US Food Group changed the equation. And the contract with triumph being terminated, industrial part this year in the onslaught of the France with its own sales teams.

The deployed strength is measured by displayed ambitions: to be part of the top 10 brands of biscuits in France in three years and five premieres of here in ten years. In 2009, the spontaneous of Oreo notoriety was 1 and the so-called assisted - where names are quoted with surveyed people - just 16.

To publicize the claw, Kraft covers all lands. A television campaign has started this month, followed soon by the display. Game on the Internet and good of reduction are also on the menu. And a sampling device will start the end of April. Planned initially for a distribution to best 400,000, it should even rise to 600,000. A truck equipped with a sculpture in the shape of the cake shared in the streets of Paris, while large animations in-store device is provided in France.

Public positioning

This heavy program aims to give up the black and white cookie brand of niche status. "We we address in priority to mothers doing errands for their children, who represent the heart of the biscuit market." The ritual associated with the glass of milk is the opportunity of a moment of sharing with family, between brother and sister for example. "This theme emerged very strongly in our studies with French consumers", indicates Sonia Le Masne, senior product manager Oreo.

But, in this transition to positioning more general public, the mark dream of not cutting completely its original amateur in France that are people who travel and spectators of American television series where the hero browsed upon the biscuit. "There is an entire universe around Oreo." First French consumers appreciated the quality of "rupturiste" product. "We intend to continue to grow its difference that it keeps its place apart," said Sonia Le Masne. As the cookie will be present as well in large areas in the circuit outside the home. Modes of dissemination such as movie theatres, gas stations or automatic distribution are more suitable for adult consumption.

If the industrialist said very satisfied with the first results before even the launch of advertising campaign, remains to be seen how far the brand can go. "Arriving with the aureole of the exotic, Oreo presents itself as a snack sweet to dip into the milk." It will not kill for other codes in force in the RADIUS, including the speech very focused on the greed. It will be a place. "But do not forget that the French market for the biscuit is composed of very powerful brands, well-established imaginary", recalls Nicolas Chomette, Chairman of Interbrand Paris, brand strategy consulting group. He also pointed out that the products aimed at children often multiply the mascots and other brand ambassadors. A registry from the Oreo.

For a touch of exoticism-sensitive adults, will be relying on newcomers in France. As Tim Tam, imported by triumph. It presents itself, he as the Australians preferred Bisque.