Podcast Summary: Uncensored CMO – Oreo’s Playful Positioning, Bold Innovation, and Brand Partnerships with Eugenia Zalis

Podcast Information:

• Title: Uncensored CMO
• Host: Jon Evans
• Guest: Eugenia Zalis, Global Chief Marketing Officer, Oreo
• Release Date: March 19, 2025

Introduction

In this episode of Uncensored CMO, host Jon Evans delves into the remarkable success story of Oreo, arguably the fastest-growing sweet snack brand in the United States with a rich history spanning over 110 years. Joining him is Eugenia Zalis, Oreo’s Global CMO, who shares invaluable insights into the brand's playful positioning, bold innovations, and strategic partnerships that have cemented Oreo’s place in global culture.

Eugenia’s Marketing Journey

Eugenia Zalis begins by tracing her two-decade-long career in marketing, highlighting her foundational years at Unilever. Reflecting on her tenure, she states:

"I joined Unilever 20 years ago and that was the highlight of my career... to be part of the team that worked on Campaign for Real Beauty..." (01:25)

Her experience with iconic campaigns like Dove’s transformation underscored the power of strong leadership and consumer-centric marketing—a philosophy she continues to apply at Oreo.

Lessons from Unilever and Dove

Discussing her time at Unilever, Eugenia emphasizes the importance of understanding consumer needs and maintaining a human-centric approach amidst data-driven strategies:

"At the heart of it, this is about people and it's about understanding consumer needs and doing it in a way that feels very human." (02:27)

She highlights the Dove Campaign for Real Beauty as a pivotal example of how leveraging big ideas can transform a brand, noting the role of leadership in seizing opportunities to align brand values with societal movements.

Oreo’s Playful Positioning

Transitioning to Oreo, Eugenia outlines the brand’s evolution and its enduring relevance:

"Oreo has managed to stay relevant, stay strong, and stay at the forefront of culture, which is impressive for a brand this old." (06:47)

She details the shift to the "Stay Playful" positioning, which builds upon Oreo’s legacy of fostering playful connections:

"We managed to elevate our campaign from something that was more about capturing a moment in time with the product at its center to elevating the whole brand." (08:22)

This positioning seamlessly blends Oreo’s functional appeal with deep emotional connections, enhancing both the product experience and brand identity.

Global Brand Strategy and Playbook

Managing a global brand like Oreo requires a nuanced approach. Eugenia explains how Oreo navigates different market maturities:

"We cluster, we call it brand maturity... it's our largest geographical footprint for Mondelez. So it's truly a global brand and very iconic." (11:09)

She introduces the Oreo Playbook, a dynamic document updated annually to incorporate learnings from key markets like the US and China:

"It's a live document and we keep learning from... our lead markets." (12:32)

This playbook ensures consistency in core brand values while allowing flexibility for local market adaptations.

Innovation and Collaborations

Eugenia emphasizes Oreo’s commitment to innovation, balancing core strengths with bold new ideas:

"We use our limited editions very smartly to deliver not only collaborations but fun flavors that are just there for fun." (19:03)

She discusses notable collaborations, such as the unexpected partnership with Coca-Cola, which resulted in unique product offerings like Oreo-flavored Coca-Cola and Coca-Cola-flavored Oreos:

"We brought together the word of Oreo to Coca-Cola and Coca-Cola to Oreo... it made people very happy all around the world." (16:40)

These collaborations not only create buzz but also engage different consumer fandoms, reinforcing Oreo’s playful brand essence.

Humor in Marketing

Addressing the use of humor in branding, Eugenia acknowledges its power and challenges:

"Humor is very culturally driven. We don't laugh at the same things... it's difficult to control." (30:40)

She shares Oreo’s strategy of establishing clear tone-of-voice principles to navigate cultural nuances, allowing the brand to inject humor appropriately across diverse markets.

Leadership Insights

Shifting focus to leadership, Eugenia attributes her success to authentic and servant leadership:

"Leadership is not about being in charge, but it's about taking care of those that you're in charge of." (39:24)

She emphasizes the importance of painting a clear vision to align teams and foster a collaborative environment:

"Painting a picture and having a vision... it's about what we are all doing together." (41:05)

Her approach fosters unity and drives collective efforts towards shared goals, essential for managing a global brand.

Navigating a Big Organization

Managing Oreo’s global presence involves balancing diverse perspectives and aligning multiple stakeholders. Eugenia explains her method of reframing challenges to focus on common goals:

"We spend time reframing what we're trying to do... bring everyone's perspective." (42:35)

By acting as a mediator and fostering empathy, she ensures that differing viewpoints contribute to cohesive brand strategies rather than conflicts.

Career Advice

For aspiring marketers, Eugenia advises embracing every experience as a learning opportunity and seeking diverse roles:

"Take every experience and look at it as a learning opportunity and try to expose yourself to as many diverse experiences as possible." (44:10)

She underscores the importance of a growth mindset and enjoying one’s work to sustain long-term passion and success.

Conclusion

The conversation culminates with Jon Evans and Eugenia Zalis celebrating Oreo’s innovative spirit and playful brand ethos. Eugenia highlights Oreo’s commitment to embedding playfulness in every aspect of the brand, from product development to internal culture:

"Stay playful. We try to embody it in our meetings... every meeting needs to have at least one giggle." (45:19)

Through strategic positioning, bold innovations, and a deep understanding of consumer relationships, Oreo continues to thrive as a beloved global brand.

Notable Quotes with Timestamps

• Eugenia Zalis on Consumer-Centric Marketing:

  "At the heart of it, this is about people and it's about understanding consumer needs and doing it in a way that feels very human." (02:27)

• Jon Evans on the Power of Ideas:

  "A simple idea, once it clicks, can impact everything." (05:19)

• Eugenia Zalis on Oreo’s Core Brand Elements:

  "Our very clear flex model allows us to be really embedded in culture." (13:55)

• Eugenia Zalis on Humor Challenges:

  "Humor is very culturally driven. We don't laugh at the same things." (30:40)

• Eugenia Zalis on Leadership:

  "Leadership is not about being in charge, but it's about taking care of those that you're in charge of." (39:24)

• Eugenia Zalis on Career Growth:

  "Have fun and take control of your roles." (44:10)

Timecodes Reference

• 02:27: Eugenia discusses the fundamentals of consumer-centric marketing.
• 05:19: Jon shares insights on the impact of simple, powerful ideas.
• 06:47: Eugenia introduces Oreo's "Stay Playful" positioning.
• 08:22: Eugenia elaborates on the blend of functional and emotional benefits in Oreo’s campaigns.
• 11:09: Discussion on managing Oreo as a global brand.
• 12:32: Introduction to the Oreo Playbook.
• 16:40: Details on the Coca-Cola and Oreo collaboration.
• 19:03: Strategies behind Oreo’s innovation approach.
• 22:25: Examples of Oreo’s limited edition flavors and their impact.
• 30:40: Challenges of incorporating humor in global marketing.
• 39:24: Eugenia’s leadership philosophy.
• 41:05: The importance of vision in leadership.
• 42:35: Navigating a large organization.
• 44:10: Career advice for aspiring marketers.
• 45:19: Embedding playfulness in Oreo’s internal culture.

This comprehensive summary encapsulates the essence of Eugenia Zalis’s discussion on Oreo’s marketing strategies, innovation practices, and leadership insights. It provides a clear and engaging overview for listeners and those interested in understanding the success behind one of the world’s most iconic brands.