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Oreo's Rainbow Cookie resonates with 18-34 year olds

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Tue, 03/07/2012 - 15:19
Ted Marzilli
Nabiscso rainbow Oreo generates positive impact despite online backlash

Oreo’s much-discussed and debated rainbow cookie posted on its Facebook page in honor of LGBT Pride Month seems to have boosted its parent company Nabisco’s perception in the US with adults 18 – 34 while having virtually no effect at all with the 35+ crowd.

Nabisco already had high perception marks with adults 35+ at levels way ahead of the 18 – 34 demo. The rainbow Oreo’s press coverage didn’t appear to have an impact in the tracking for the older demo.

On the other hand, the gap between the two demos closed since the rainbow Oreo was posted, with the 18 – 34 group making significant positive impression strides that have still held up since last week.

Nabisco was measured with YouGov BrandIndex’s Impression score, which asks respondents: "Do you have a general positive feeling about the brand?" Results were filtered for adults 18 – 34 and adults 34 and over.

YouGov BrandIndex measurement scores range from 100 to -100 and are compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.

Nabisco’s impression score for the adult 35+ demo has been essentially flat from the time the rainbow Oreo was posted until now, hovering around 60 to 61.

The younger 18 – 34 demo showed a significant rise during the time of the Facebook post, moving from an impression score of 19 on June 22nd to its current score of 34.

Over this period of time, the gap between the two demos shrunk from 43 points on June 22nd to 27 points on June 29th.

Nabisco Impression scores- Adults 18-34 vs. Adults 35+
Nabisco Impression scores- Adults 18-34 vs. Adults 35+
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