Nabisco Biscuit Co., East Hanover, N.J., will extend its $500 million Oreo franchise with the Aug. 14 launch of Mini Oreo, a bite-size version of the leading cookie brand. The new addition is the first permanent extension for the brand since Reduced Fat Oreo was introduced six years ago, and Nabisco believes Mini Oreo can be a $100 million brand in its first year. Ad support will include a TV campaign that breaks Aug. 28 from FCB Worldwide, New York. Nabisco also is touting the launch with a promotion on its Web site (nabiscoworld.com), offering consumers a chance to win a Dodge Caravan by guessing how many Mini Oreos it took to fill the minivan. Newspaper inserts and in-store displays also will support. Nabisco spent $15.3 million in measured media on Oreo in 1999, according to Competitive Media Reporting.
Copyright August 2000, Crain Communications Inc.