How Kraft’s Double Stuf Oreo Launch Trumped Expectations

Kraft today (Monday) broke a major campaign behind its new Golden Double Stuf Oreo. But it won’t come as a surprise to many social media users, who have been generating buzz around the product since the food giant launched a teaser spot last week.

Golden Double Stuf Oreo—which has twice the amount of vanilla filling as a regular Oreo cookie—hit store shelves in early August, retailing for $4.19. The regular version, Golden Oreo, is currently the best-selling brand in the vanilla sandwich segment, per Kraft.

The Oreo brand also has garnered 2.4 million fans on Facebook, so when Kraft posted a video, titled, “Donald J. Trump’s Golden Double Stuf Oreo Press Conference,” following its media event in New York City last Thursday, the response was immediate. Facebook users began speculating whether Donald Trump was going to buy Oreo’s Double Stuf Racing League (DSRL), which Kraft introduced in 2008. (The league is a competition where family and friends face off to see who can twist, lick and dunk an Oreo cookie into a glass of milk the fastest.)

Kraft, which shelled out $12 million in measured media outlay for its Oreo Double Stuf business last year, excluding online, per Nielsen, said it’s the first time the sandwich cookie has reversed gears on a major marketing campaign for its brand. That’s because before the TV ads made their debut, 914 users had responded to the Trump spot—a testament to the power of Oreo’s online teaser campaign. In using Facebook, Oreo was able to “pique consumers’ interest,” said John Ghingo, marketing director for Oreo and Oreo Cakesters.

Kraft said it’s impressed by the amount of “rich dialogue” that’s emerged from its use of Facebook. “There has been all sorts of speculation about what [Trump’s] involvement would be,” said Ghingo.

The company hopes to continue building momentum with the launch of the official TV spot, via Draftfcb, New York, which debuted today. The spot shows Trump announcing his intentions to the Manning brothers, Oreo’s defending DSRL champions. “Gentlemen, Oreo has rejected my bid to buy the DSRL. So we lick race for it, right here, with Double Stuf Gold,” Trump says, while pushing a package of the new Oreos across the table. The Manning brothers don’t take him seriously, but Trump pushes the button and the bookshelf rotates to reveal his accomplice: actor and comedian Darrell Hammond (who’s dressed to look like Trump). “No way, it’s Double Trump,” Peyton says, a reference to the Golden Double Stuf Oreo cookie. The spot ends with an element of suspense: “Will Trump indeed buy Oreo’s DSRL?”

Ghingo said Trump’s involvement was intentional, as Oreo, until now, had been firmly rooted in the sports business, but Trump’s ties to both the entertainment and business world really “opens up the appeal of the league,” he said.

Oreo is one of the brands that Kraft has put measured media support behind in a recession. The strategy is part of the company’s plan to offset slowing sales and private label’s growth by highlighting the big, iconic players in its portfolio. Through June of this year, Kraft spent $7 million advertising Double Stuf Oreos, excluding online, per Nielsen.