Millward Brown: Case Study Business Challenge Despite consistent growth year-on-year , Oreo remained a small brand in the Australian sweet biscuit category. The parent company, Kraft, wanted to drive a significant sales increase, tapping into the latent emotional appeal of the brand amongst kids, and build on the potential seen from the size of the brand elsewhere. To do this, mums needed to connect with the brand, and the purpose of this ad campaign was to show that kids have more fun with an Oreo biscuit. How Link Helped Localize a U.S. Oreo Ad for Australian Mums Overall recommendation was to progress to a local version with the consideration given the following: • Maintaining humorous exchange • Highlighting cuteness of kids • Ensure naturalness of Australian Setting

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