• Ad Age, Thursday, April 6, 2006 11:49 AM

Kraft Foods wants to make it easier to dunk an Oreo in milk, so the marketer is experimenting with an oblong version of the famously round cookie. In a six-week test, the company will launch Oreo Dunkers, which will be marked with messages such as including "soaked," "soggy," and "dry." "We know the Oreo and milk ritual is vital" for the brand, said Kraft spokeswoman Laurie Guzzinati, explaining the reasoning behind the launch of Oreo Dunkers. Like with any limited edition, Dunkers' success in the market during June and July will be the deciding factor whether to turn it into a permanent item, she said. Dunkers will not be supported with dedicated advertising but the product's introduction coincides with a new Oreo promotion that involves consumers submitting homemade videos of themselves singing an Oreo jingle.

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