Today Jon talks with Eugenia Zalis, CMO for one of the most iconic sweet brands in the world, Oreo. We talk about their "stay playful" positioning, incredible brand collaborations (with the likes of Coca-Cola and Post Malone) and some of the interesting innovations the brand has worked on.Timestamps 00:00 - Intro 00:46 - Eugenia’s marketing journey 01:33 - What can we learn from the Unilever approach to marketing? 02:27 - How Dove turned into the brand it is today 05:42 - How Eugenia started with Oreo 06:33 - The “stay playful” positioning 09:49 - The best way to eat an Oreo cookie 11:08 - Managing a 110 year old brand 12:14 - The Oreo playbook for marketing in different regions 15:18 - Oreo’s collab with Coca-Cola 18:49 - Oreo’s approach to innovation 21:14 - System1 testing on Oreo innovations 23:40 - Innovations from around the world 25:23 - The surprising Coca-Cola collaboration 25:52 - Oreo’s SuperBowl ad in 2024 28:34 - Winning a Cannes Lion for a tweet 30:34 - Why is humour not used more 35:37 - Oreo x Post Malone collab 38:07 - Creative process for collabs 39:02 - How to lead a $4.5b organisation 43:57 - Advice to aspiring CMOs

Oreo’s playful positioning, bold innovation and brand partnerships - Eugenia Zalis