Case Study Twist, Lick, and Dunk! Does it Make Oreos Taste Better?

Discussion Questions

CS 14.1 What other food categories or brands have rituals associated with them? If you are a participant in one or more of those rituals, do you agree with the study referenced above that this ritual increases your enjoyment of the food?

CS 14.2 Choose a food brand without an apparent ritual and come up with one that could be used in a promotional activity. (No dunking allowed.)

CS 14.3 How could Oreo assess the impact of the twist, lick, and dunk ritual? Create a simple experiment that could provide Oreo marketers with data to judge the role that the ritual plays in some marketing metric of interest (e.g., brand loyalty, likely increased frequency of purchase, or differentiation from competitive offerings).

This is a Consumer Behaviour Course