The Triple Double Oreo and the U.S. as International Market

The Oreo equivalent of the Big Mac is actually an Argentinian cookie coming back to us here in the states, as Kraft’s growing international market works both ways.

Oreo triple double cookie

 

Victoria Lautman, writing about Kraft international marketing genius Sanjay Khosla (emphasis mine):

For Khosla, who oversees nearly $14 billion of business in over 60 countries, “wait a minute” translated into a creative hubbub that included hundreds of Oreo ambassadors on bicycles doling out samples in various Chinese cities and the towering basketball star Yao Ming explaining in commercials the traditional “twist, lick, and dunk” technique for enjoying the cookie. Above all, there was a massive overhaul that tailored the Oreo to local tastes, making it smaller and less sweet, with non-Western flourishes like green-tea-flavored filling and wafer rolls. Today, China is the second-largest consumer of Oreo products after the United States, and Khosla has clearly earned his transcendental cookie discourse.

Enter the Triple Double:

For those who think the Double Stuf Oreo is too dainty, Kraft Foods has introduced the Triple Double Oreo, which combines a layer of vanilla cream, a layer of chocolate cream and three chocolate wafers.

The Triple Double is actually an Argentinian product, there called the Oreo x3 (cookies are the number-one product in the Argentinian bakery and cereals market, as opposed to breads and rolls in the U.S.). It’s interesting and inevitable to see the international target marketing machine working in reverse.

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