Many other brands have registered trademarks similar to "Hema", so Hema has a lot of "relatives" to complain about, and there are also many trademarks registered as copycat brands to gain popularity. So when it comes to copycat brands, we have to talk about the origin story of Oreo. Oreo's counterattack

In 1908, Hydrox launched two chocolate chip biscuits with cream filling, which were very popular in the market. Oreo, which was born four years later, was initially just an imitation of Hydrox. The biscuits launched were in the shape of lemon-flavored sandwich biscuits, but sales were very poor, so Oreo decided to copy them directly and launched the second-generation Oreo biscuits, which are now the mainstream Oreo biscuits. As soon as the second-generation Oreo biscuits came out, Oreo immediately counterattacked and became very popular, but it also angered the original biscuit company Hydrox. Hydrox sued Oreo in court in anger, but due to the circular The basic shape and the biscuit sandwiched with milk as the basic process cannot be patented, so Oreo ultimately won the case.

Oreo, which escaped the disaster, began to use this opportunity to expand its influence. The creative advertising concept of twisting, licking, and soaking was deeply rooted in the hearts of the people. In the end, Oreo surpassed its competitors and became the industry leader. I believe that many people know Oreo through the advertisement of "Twist, lick, and soak". ?

A hand-drawn Oreo design manuscript is circulating on the Internet. From the signature, it can be guessed that the designer is William A. Turnier, a 49-year-old employee of Oreo Nabisco.

The Oreo above looks like a carefully designed work of art, but also like a rigorously constructed architectural space.

Oreos are legendary, partly because of their taste and texture—a delightful combination of soft, sweet cream and hard, crispy chocolate—but mostly because of their appearance. It represents an archetype, a reminder that cookie design can be as intentional as architectural design, and that sometimes cookies can even be better. ?Twist, lick, dunk

In the 1980s, Oreo began to appear on the screen with milk in TV commercials. In the 1983 "Bright Time" commercial, a little girl soaked Oreos in milk and then ate them. This was used in subsequent commercials and gradually developed into the commercial's "Twist, lick, soak." A dip." When Oreo entered the Asian market, it was reported that it was too sweet and greasy. Soaking it in milk before eating it became a good way to solve the problem of being too sweet and greasy. The key is that Oreo has designed a magical ritual in the details of how to eat it, similar to how Christians pray before meals. The public’s belief in the brand is quietly rooted in these three simple actions.

The moment of "twisting, licking, and soaking" is a moment of connection and enjoyment between yourself and Oreo.

Subsequently, Oreo also built a biscuit empire on its own, and eventually became a well-known biscuit brand.