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.
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Consumer-Centric Marketing Fundamentals
- At the core of marketing is understanding consumer needs in a very human way.
- Big disruptive ideas that touch people's hearts remain essential despite data-driven trends.
Stay Playful Brand Evolution
- Oreo's "stay playful" positioning elevates the brand by focusing on playful connections beyond just product moments.
- This allows Oreo to expand its relevance across different relationships, locations, and collaborations globally.
Oreo-Coca-Cola Surprising Collaboration
- Oreo collaborated with Coca-Cola by creating Coke-flavored Oreos and Oreo-flavored Coke.
- The partnership included unique product features like Coke syrup in the cookie and fizzy cream effects, delighting consumers globally.
