Super Reggie Winner

April 6, 2009

These days, a promotion can risk almost anything but irrelevance.  With so many of us pinching pennies and on edge about our financial futures, marketers must churn out compelling, integrated campaigns if they expect to command consumers’ attention and
make cash registers ring.

By unleashing the Double Stuf Racing League (DSRL) on Oreo lovers in 2008, Kraft has done just that. The highly stylized marketing and entertainment vehicle, billed as a professional sport, is a culturally relevant promotion that captured the imagination of
consumers at a time when they desperately needed a diversion. Moreover, it continues to move the needle for the Nabisco brand.

While DSRL generated its biggest sales jumps—averaging more than 7 percent—at the height of the promotion, Double Stuf has enjoyed 16 consecutive months of sales growth since the program debuted in late 2007, per the company. That consistent performance was a resounding reversal of the brand’s previous sales declines that year, and it explains why Kraft continues to build on the effort in 2009.

It all began as Kraft’s marketing team and litany of agency partners (see program summary, above) searched for a new brand experience that would distinguish the creamier Double Stuf Oreo from the original cookie. Research revealed consumers’ resurgent desire for indulgent food products, and collective brainstorming led the team to focus on a familiar aspect of Oreo consumption.

“The spark came as we were thinking about fun new ways to engage consumers with Oreo,” explained John Ghingo, marketing director for Oreo at Kraft Foods, East Hanover, N.J. “Lots of people partake in the rituals of twisting, licking and dunking Oreo cookies in milk. Double Stuf Racing League focuses on the ‘lick’ aspect and takes Oreo to a new place in an unexpected way.”

Thus far, Double Stuf Racing League has pitted two sets of celebrity siblings against each other: NFL star quarterbacks Eli and Peyton Manning and pro tennis champs Venus and Serena Williams. In January 2008, a national TV teaser spot featured a mock press conference by the all-American football heroes declaring their entry into a “second sport.” The ad directed fans to a Web site (whatsthesecondsport.com) where they enter DSLR and participate in games by creating avatars called “Yoobies.” However, the identity of the second sport was kept alive, leaving viewers to chatter about the mystery on fan sites and blogs.

During the NFL playoffs later that month, a new TV spot revealed the Double Stuf Racing League. The ad urged consumers to go to DSRL.com, where they could enter sweepstakes with instant-win prizes and a shot at a trip to New Orleans to participate in a “Lick Race” with the football stars for a $10,000 grand prize. Coverage of that peppy PR event—a lick battle of 10 consumers won by a father/son team from Dayton, Ohio, in 27 seconds flat—was included on ESPN in Sportcenter’s Top Plays of the Day segment.

The Williams sisters entered the fray in the summer of 2008.

A humorous TV spot announced their entry into the DSRL lick-off and issued a challenge to the Manning brothers.

“My sister and I would like to announce: ‘You guys are going down!’ ” puffed Serena.

“My brother and I would like to announce that ‘Oooh, we’re scared,’ ” mocked Eli.

Consumers again were directed to DSRL.com for more fun and games and prizes.

Kraft may not have a crystal ball, but it displayed a golden marketing touch in selecting these athletes. Soon after the ads ran, Eli Manning’s New York Giants won the Super Bowl and Serena Williams scored her third U.S. Open title. DSRL basked in their glory with congratulatory full-page ads in USA Today.

“Both the Manning brothers and Williams sisters personify the fun, friendly rivalry of DSRL,” said Ghingo. “We are thrilled with their recent success and the additional buzz it brought to the program.”

That buzz continues this year. A spring contest is slated for the Sunshine State, with appearances by both the Mannings and the Williamses. So what other famous athletes may join the competition? “Like any league, DSRL is always looking to scout great new
talent,” demurred Ghingo.

We’ll just have to stay tuned for more great “stuf.”