Oreo: A brand reminds us it is eternal

Your grandparents probably ate Oreos. So did their grandparents.

Oreo, “Milk’s Favorite Cookie,” just turned one-hundred years old.

Since the first batch was delivered by the National Biscuit Company (Nabisco) in 1912, Oreo has become the world’s top-selling cookie with sales of $2 billion.

In celebration of the century mark, Oreo’s current owner, Kraft Foods, launched a print campaign featuring various cultural milestones from the last hundred years, such as prohibition, the peace movement, World Cup Soccer, etc. See some of the ads here.

Not only has the brand endured, but so has the cookie’s look. The current embossing on the biscuit was introduced in 1952. According to a post at The Atlantic, Pulitzer Prize-winning architecture critic Paul Goldberger called the design “the stuff of legend.”

He said Oreo’s “even pattern, however dowdy, has an industrial, stamped-out quality. It might be said to combine homelike decoration with an American love of machine imagery, and in that combination lies a triumph of design.”

A design your great-great-grandkids may also enjoy.

This entry was posted in art direction & design, authenticity, identity.

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