brand strategy

Oreo Goes Hollywood in the UAE

Posted by Sheila Shayon on July 14, 2010 11:00 AM

Oreo, the world's "largest selling biscuit" (and favorite dunkable sandwich cookie, we assume), just launched a "first-of-a-kind" family entertainment portal in the Middle East.

The Nabisco-owned brand's online Oreo Family Movie Club is a one-stop destination for family movies and all the correlative stuffing: trailers of upcoming titles, behind- the-scenes and red carpet footage, interviews with actors, producers and directors, movie reviews and television and movie listings.

To help spread the word, the site is being promoted on Twitter, Facebook and other social media. Why's Oreo doing this?

The brand commissioned a survey of 500 families across the United Arab Emirates and the Kingdom of Saudi Arabia to better understand their needs. 61% of UAE families felt that family movie fare brings them all together, and 54% said it helps improve their English language skills. In KSA, a slightly different take revealed that watching family movies provided an opportunity to learn about other cultures.

In addition to all the entertainment fare, members can win passes to exclusive blockbuster screenings. Oreo partnered with Empire International in the UAE for the premier screening of The Karate Kid to distribute complimentary passes to families registered on the new portal.

While there are many entertainment portals in the region, none are dedicated to family fare.

“The Oreo Family Movie Club concept is based on sound insights gathered from families in the UAE and KSA. They revealed that families watch family-themed movies or documentaries because it provides an opportunity to spend quality time together, to improve language skills and to broaden their knowledge,” commented Najeeb Hasany, Marketing Director, Kraft Foods.

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