Prof. Sam Craig on Oreo's new advertising strategy
— May 14, 2013
Excerpt from Bloomberg Businessweek -- "Whether a musical campaign is a good strategy in New York is another question. The city and the subway stations beneath it are already bursting with unusual acts—from mariachi bands to opera duets and break dancers. Some busy locals have grown to either ignore or dislike all the clamor. Working in its favor is the Oreo event’s location and size. 'Union Square is a place where people naturally congregate, so you’ll reach them. The added benefit is the news coverage,' says Craig. 'The challenge for Oreo is it’s a 100-year-old brand. How do you keep it fresh, relevant, exciting? This is one way to break through the clutter.'"