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“Oreo-Buster”Hydrox Woos With Real Sugar─and Donald Trump

指導者 / 總編輯張蕙娟

分享者 /張鐦分

Oreo-Buster

圖一印有Hydrox的Oreo餅乾

  讓我們來談談可以善加利用的某個瞬間:Hydrox日來的行動顯示出他們不避諱將政治立場帶入品牌中,即使是受爭議的政治,並以此作為對抗對手-Oreo的工具。他們也不怕會動搖他們世界最大餅乾品牌的地位。

日前,DonaldTrump公開聲明要杯葛Oreo,因為她的製造商Mondelez要將大部分重要的生產移至墨西哥。Hydrox上游的Leaf Brands執行長–ElliaKassoff在聽完Donald Trump的演講後,決定要邀請這位富有爭議性的美國總統候選人到他們在洛杉磯郊區的工廠。

Hydrox之所以有名的原因由他的新包裝可見(美國原始的奶油夾心餅乾),以及從維基百科上的介紹(Hydrox是一個在1908年由Sunshine(後改為Sunshine Biscuits)製造出的奶油夾心巧克力三明治餅乾的品牌名稱。相似的Oreo餅乾則因受了Hydrox餅乾的啟發,在1912年發售,但Hrdorx卻被視為仿冒的餅乾。相較於Oreo,Hydrox餅乾吃起來有一點鹹,中間的奶油沒有那麼甜,且整個餅乾更酥脆,在牛奶中較不易軟化。)可看出。

在買下Hydrox之後,Leaf重新調配了他的配方,他們在一場記者會中說了他們使用真正的糖和高品質的可可亞。而Oreo,Kassoff說到,他們使用的是果糖和玉米糖漿以及其他低品質的原料,因為他們只在乎邊際成本,即使這代表他們必須移去墨西哥。

新生的Hydrox餅乾會在Amazon上販售,但Leaf說大部分的地方超級市場和連鎖商店都強烈要求販售他們的餅乾。

但為甚麼要將Donald牽扯進來呢?「我們希望消費者能了解最原始的三明治餅乾會永遠在美國生產,而Trump先生的政策主要在於提升美國就業率,我以我們決定邀請他到我們的工廠走一趟」Kassoff說。

但是,為了因應可能會被拒絕的情況,他補充說明:「我們不是故意挑選這位候選人或是摻或政治立場,我們想要告訴大家的是一個公司可以製作出高品質且具有好價錢的產品,且不需要將工廠遷至國(美國)外。」

噢,這是在做這個決定的會議上偷聽到的。

Talk about taking advantage of a moment: Hydrox is showing that it isn’t afraid to immerse the brand deeply in politics, even controversial politics, to strike a blow against rival Oreo. And it isn’t afraid to twist the Biggest Cookie Brand in the World, either.

After hearing Donald Trump’s speech in which he vowed to boycott Oreos because Mondelez is moving much of its US production of the iconic cookie to Mexico, ElliaKassoff, CEO of Hydrox-maker Leaf Brands, extended an invitation to the firebrand, controversial GOP presidential candidate to visit the Hydrox plant outside Los Angeles.

Hydrox’s claim to fame is summarized on its new packaging (“America’s original creme-filled cookie”) and on Wikipedia: “Hydrox is the brand name for a creme-filled chocolate sandwich cookie that debuted in 1908 and was manufactured by Sunshine (later Sunshine Biscuits). The similar Oreo cookie—introduced later, in 1912—was inspired by the Hydrox, yet Hydroxwas perceived as the knockoff. Compared to Oreos, Hydrox cookies have a tangy, less-sweet filling and a crunchier cookie that gets less soggy in milk.”

After buying the Hydrox brand last year, Leaf has restored its original formula using real sugar and high-quality cocoa, the company said in a press release. Oreo, Kassoff alleges, uses high-fructose corn syrup “and other low-quality ingredients because they’re all about increasing margins, even if it means moving to Mexico.”

The reborn Hydrox cookie will be sold on Amazon, but Leaf says that “many of the major (US) national and local supermarket and chain stores” have “clamored” to bring back the brand.

But why involve the Donald? “We want consumers to know ‘the original sandwich cookie’ will always be made in the US, and Mr. Trump’s campaign focuses on growing American jobs, so we decided to invite him to our plant,” Kassoff said.

But, anticipating potential objections, he added: “We are in no way picking candidates or jumping into politics but we want to showcase how a company can create a high-quality product at a good price, without moving operations out of the US.”

Oh, to have been a fly on the wall at the meeting where that decision was made.

摘譯自BrandChannel:

http://www.brandchannel.com/2015/09/04/hydrox-090415/

PostedSeptember 4, 2015 by Dale Buss

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