OREOS and murmur marketing

Here’s my Harvard Business Review Blog essay on the way Oreo is celebrating it’s 100th birthday.  

The first two paragraphs:

Oreo recently stepped out with a new look. Several new looks, actually. The cookie is pictured sometimes in the shape of Elvis, sometimes with a tread mark in redcrème in recognition of the Mars Rover landing, and sometimes in colors chosen to acknowledge Bastille day.

This is an excellent way to celebrate Oreo’s 100 birthday, but it would be wrong to dismiss it as advertising’s equivalent to party balloons. There is a method, perhaps even a genius, to this good humor.