National Advertising Campaigns

The National Biscuit Company (later Nabisco) set the standard for the well-coordinated advertising plan with the introduction of Uneeda Biscuit, a flaky soda cracker. With a brand name chosen, it created an airtight, wax-lined package that looked different from anything else but would ship well. Next it conceived a distinct image and then spent an unprecedented amount on advertising. This trademark identity theory essentially passed through Nabisco’s whole product line of cookies, including Fig Newtons, Oreos, and Animal Crackers. See animal crackers; fig newtons; and oreos.