Client: Nabisco (Hanover, NJ)
PR Team: Coyne PR (Fairfield, NJ)
Campaign: Mini Oreo launch
Time Frame: June-August, 2000
Budget: dollars 80,000
How do you build a national campaign for a spin-off of a world-renowned
product with less than two months notice? Keep it simple. That's what
Coyne PR did for the launch of Nabisco's Mini Oreo. To make a big splash
for a little cookie, they settled on an event requiring two minivans, a
cement mixer and a whole lot of cookies and milk.
Kids love cookies, but moms buy them, says Coyne president Tom Coyne.
So rather than target the tykes, he went after women between the ages of
25 and 55. The campaign also sought to broaden the appeal of Oreos as a
treat for kids and an everyday snack. 'It's all about on-the-go
snackability,' says Coyne. 'We took the cookie out of dessert
positioning and into the hands of moms.'
Coyne decided to play on the Mini Oreo's small size. With an eye on his
small, dollars 80,000 budget, he bartered space on Nabiscoworld.com for
two 2001 Dodge minivans - one to give away in a sweepstakes, and the
other to fill with Mini Oreos. 'The main vehicle of a mom is a minivan,'
says Coyne. The contest involved guessing the number of cookies in the
van. But Coyne had to figure out how to fill the van. 'We started with
different concepts - from cranes to buckets - and finally agreed upon on
a cement mixer,' he says.
A New Jersey company had just purchased a brand new mixer and agreed to
let Coyne use it. With a production crew and a satellite truck on hand
to shoot a VNR, Nabisco invited 150 preschoolers and 500 Nabisco
employees to watch as the cement truck filled the minivan with cookies.
Accounting firm Deloitte & Touche was on hand to verify the count, and
Nabisco had plenty of cookies and milk for the kids.
Though they had eight weeks to prepare, pitching was done mostly in the
three days before the event. Coyne's staff created press kits with
materials on the cookie and the minivans. The pitch targeted 2,700
journalists, mostly food and lifestyle reporters, as well as most wire
services. The Associated Press guaranteed coverage in exchange for an
exclusive at 12:01am the day of the event.
Six Coyne employees worked the event with Nabisco's in-house PR staff,
and four others stayed at the office calling the top 200 broadcast
outlets and newspapers.
'The morning of the event, we had product footage shot when the AP story
popped,' says Coyne. 'We shot up on the satellite at 2am and shot
product footage of the new Mini Oreo for early radio and TV shows, to
get the chatter going.'
Three New Jersey TV stations attended the event, and it also received
coverage on NBC's Early Today show and CBS's The Early Show. Coyne says
that there were more than 300 television broadcasts touching on the
launch, a mention in a monologue on The Tonight Show with Jay Leno and
multiple mentions on CNN Headline News.
The AP story and photo received 200 print placements, and there were 800
radio broadcast mentions. Trade magazines Brand Week, Baking and
Confection, Confectioner, Supermarket News and Baking and Snack also
picked up the story.
Nabisco received about 15,000 calls regarding the product on the day of
the event, says Kevin Lamb of Coyne, and more than 100,000 people
entered the sweepstakes.
Coyne is now the agency of record for Nabisco's Lifesaver and Knox
Gelatin brands, and is currently running campaigns on behalf of both