“Celebrate the kid inside”-The Oreo turns 100

On March 6, 2012, the Oreo will celebrate its 100^th birthday. Kraft Foods is holding its first worldwide campaign, which will include traditional and new media, stores, events, promotions and public relations. The best part of the campaign will be the limited-edition Birthday Cake Oreos.

The main goal of the campaign is to frame the 100^th birthday anniversary as a child-like birthday party, rather than the negative view of passing of time. The campaign theme will be “Celebrate the kid inside,” which already appears in video, print, Oreo.com and social media. The company will remain true to its roots while adapting to contemporary needs.

Also, commercials will air in 15 countries, depicting routine adult activities, such as school board meetings and train rides, which are interrupted with children bearing Oreos and milk. The adults will then discover their “inner child.”

Along with media campaigns for Oreo’s big birthday, there will be more than 100 birthday parties held in more than two dozen countries, including Oreo bakeries. Happy birthday Oreos! 

http://www.nytimes.com/2012/02/28/business/media/the-oreo-turns-100-with-a-nod-to-the-past-advertising.html?scp=6&sq=marketing&st=cse