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EP66.Oreo 奥利奥 - 一块用营销制胜的饼干如何占领味觉？ episode artwork

EPISODE · Feb 10, 2025 · 58 MIN

EP66.Oreo 奥利奥 - 一块用营销制胜的饼干如何占领味觉？

from Slow Brand

在零食百花齐放的当下，越来越多的饼干成为了时代的眼泪，从便利店和商超的货架上逐渐消失。然而黑白配的的奥利奥却始终活跃在大众眼前，以“扭-舔-泡”的经典吃法、成为各式甜品的配料等方式热度居高不下。本期节目我们将聚焦这个超越百年的饼干品牌，看看一块基础的饼干如何通过创意成为“零食以上的零食”，占领一种口味，成为大众印象里的图腾。最后，祝大家开年大吉，蛇年事事如意！00:35 过年都吃了些什么零食？04:51 饼干简史08:21 奥利奥的母公司Nabisco14:10 奥利奥的诞生19:14 品牌几经转手，却销量爆棚22:08 奥利奥的“随地大小变”与创意营销29:10 在中国的成功历程35:29 拆分奥利奥的打法体系48:57 占领一种口味和概念食品工业化时期饼干流水线Nabisco公司第一批罐装奥利奥奥利奥饼干花纹变化奥利奥末日基地&Daily Twist的火星登陆版“随地大小变”奥利奥音乐盒&超级碗营销奥利奥x权利的游戏奥利奥x可口可乐 & 暴风雪冰淇淋故宫文创｜延伸阅读｜See 100 Years Of History Recreated In OreosSuper Mario x OREO Limited Edition CookiesMusic by Omri Smadar - Muftak Dansi在小宇宙查看该单集文稿

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EP66.Oreo 奥利奥 - 一块用营销制胜的饼干如何占领味觉？

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