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Is Oreo's Twitter Really a Success?
By: Janet Kalandranis
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Continuing on this week’s food conversation, the topic turns to Oreo. The brand that has been written about time and time again this year. It made its social media bang with a relevant tweet during the Super Bowl at a time when everyone else stayed quiet. Ever since that itty bitty tweet, Oreo has been on a roll, tweeting funny and relevant comments to various brands and to customers, showing the world that it GETS this social media thing. And it’s not a new brand, but one that is making itself known through modern branding techniques in hopes of gaining additional engagement. And it’s probably working. So the brand has continued with its tweets and of course included one for the new royal baby. A picture of a royal bottle next to an Oreo with the tagline “Prepare the royal bottle service!” Very much along the lines of what Oreo has done in the past, promoting the product and keeping it relevant. But apparently, not everyone liked the tweet.

Once a brand has become successful in one flavor or another, there are always critics. Critics are good; they challenge brands, and they force brands to try something new and to always re-evaluate a strategy. So once Oreo took a big bite out of Twitter and made a name for itself, people were watching. This last tweet to recognize the royal baby got mixed reviews. Some praised Oreo for being relevant and others criticized the brand for just putting out tweets without a strategy. There’s merit to both sides, but once in the spotlight any brand would have received the same comments. At a time when every other brand was creating specific royal-baby tweets it would have seemed odd that Oreo didn’t participate. If the brand kept quiet, critics would have jumped at the chance to say it missed an opportunity. And if Oreo decided to create a whole campaign around the royal baby, that would have been a bit much. There’s no strategy or plan to increase success with royal-baby tweets. It was more to stay relevant, be part of the group, and move on to the already-scheduled programming.

It’s funny to think that because of one tweet back in February Oreo is now a watched social media brand. If the royal tweet was one of its first tweets, Oreo might not have even been recalled or criticized. But because Oreo put itself on the Twitter map, it’s now there to face every comment, good or bad, with every Twitter decision it makes. And this isn’t a bad thing; actually, it's quite the opposite. Oreo is now a brand to model in the social media space, one that is talked about and one that many brands hope to someday become. 

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About the Author
Janet Kalandranis is here to give you all the little brand thoughts that run through her head with a little dash of spice. Find her online here.
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