The slideshow presents a brand extension for Oreo brand which was my group work duting the second year of my degree in Advertising and Brand Management.

1. Creative Brand Strategy:Oreo Cookie brand extension

2. Brief: To present a set of proposals for the design and implementation of a brand extension in the form of a ‘pitch’ to a client. This task required thoughtful market research and analysis in order to deliver brand that would fulfill current demand. Mark Received: 90%

3. The big idea! After long brainstorming sessions our team proposed an extension for the Oreo brand - “Oreo Yummy”, a diary free, soy based drink.

4. Product The dairy-free, soya based drink Targeted mainly at young families, but also appealing to consumers with lactose intolerance, healthy-living conscious consumers Nutritious and rich in calcium, promoting a family orientated product experience with a strong 3-step product interaction process- “Shake it, Twist it, and Drink it”

5. Design 1: Bottle label for “Oreo Yummy”

6. Design 2: Bottle design Plastic representation of parent brand product- Oreo cookie Conveys the initial idea of parent brand product core message (twist-lick-dunk)- when consumer ‘twists’ the cookie, both sides are separated and the consumer can follow the next step of the game.

7. Bottle Holder Developed in consideration of main brand recognition signs Brown and white stripes Appearance of parent brand logo in combination withnew product logo Appearance of producer’s trademark Was developed in consideration of suitability for shelf space

9. Packaging The snack pack contains six 250ml bottles in a cardboard carry case. The main motives for this decision were: Once you open the container, you don’t need to consume the drink in a short period of time 250ml size is suitable for children’s lunch boxes (we’re promoting this drink as a healthy option for children as well as adults) 250ml size is more suitable for a child’s grasp 6 portions are suitable for small and big families It is appropriate for the product’s core message integration (shake- twist -drink)

10. Promotion The promotion of “Oreo Yummy” is is a key factor in the success of the extension launch. Magazine ads to run which target mothers with children pre-11: Woman & Home Slimming and Weight Watchers New Woman Hello! OK Heat

11. Promotion Banner ads will be run on portals for both men and women Ads and banners will make use of the three steps to an Oreo Yummy milkshake: shaking, twisting and drinking. Adverts will run on four consecutive pages on right hand side of magazine pages in after fashion editorials, along with healthy eating tips Internet banners will be located on page sides, in 240x400 vertical rectangle format, containing 15 second flash animations of the bottle.

12. Oreo yummy coaster