• Oreo’s playful positioning, bold innovation and brand partnerships - Eugenia Zalis

  • Mar 19 2025
  • Duración: 47 m
  • Podcast

Oreo’s playful positioning, bold innovation and brand partnerships - Eugenia Zalis

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  • Resumen

  • Today Jon talks with Eugenia Zalis, CMO for one of the most iconic sweet brands in the world, Oreo. We talk about their "stay playful" positioning, incredible brand collaborations (with the likes of Coca-Cola and Post Malone) and some of the interesting innovations the brand has worked on.

    Timestamps
    00:00 - Intro
    00:46 - Eugenia’s marketing journey
    01:33 - What can we learn from the Unilever approach to marketing?
    02:27 - How Dove turned into the brand it is today
    05:42 - How Eugenia started with Oreo
    06:33 - The “stay playful” positioning
    09:49 - The best way to eat an Oreo cookie
    11:08 - Managing a 110 year old brand
    12:14 - The Oreo playbook for marketing in different regions
    15:18 - Oreo’s collab with Coca-Cola
    18:49 - Oreo’s approach to innovation
    21:14 - System1 testing on Oreo innovations
    23:40 - Innovations from around the world
    25:23 - The surprising Coca-Cola collaboration
    25:52 - Oreo’s SuperBowl ad in 2024
    28:34 - Winning a Cannes Lion for a tweet
    30:34 - Why is humour not used more
    35:37 - Oreo x Post Malone collab
    38:07 - Creative process for collabs
    39:02 - How to lead a $4.5b organisation
    43:57 - Advice to aspiring CMOs
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