Uncensored CMO
Oreo’s playful positioning, bold innovation and brand partnerships - Eugenia Zalis
Mar 19, 2025
Join Eugenia Zalis, Oreo's CMO and marketing maven, as she shares insights from her journey including her impactful stint at Unilever on the Dove campaign. She dives into Oreo's 'stay playful' strategy and discusses exciting collaborations with Coca-Cola and Post Malone. Discover the secrets of managing a 110-year-old brand, innovative flavors, and the importance of humor in advertising. Eugenia also shares her creative process and leadership tips for aspiring CMOs aiming to generate engagement in a diverse market.
47:10
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Quick takeaways
- Oreo's 'stay playful' positioning reflects its commitment to maintaining brand relevance through engaging and culturally resonant messaging.
- Innovative collaborations, such as those with Coca-Cola and Post Malone, showcase Oreo's strategy of refreshing its product offerings to capture consumer interest.
Deep dives
The Legacy of Oreo and Its Brand Identity
Oreo has a rich history that spans over 110 years, embodying a playful and nostalgic brand identity. This legacy is leveraged through strategic marketing efforts that have successfully maintained relevance across generations. The brand's campaign, 'Stay Playful,' reflects its core essence as a fun and engaging cookie that fosters playful moments among consumers. By evolving its messaging, Oreo manages to stay culturally relevant while anchoring itself firmly in consumer needs.
