Oreo has been long associated with children and the twist-lick-dunk ritual. The challenge with this campaign was to make Oreo relevant to teens as well with the idea that fun has no boundaries. Also we had to establish that fun with Oreo is not limited to the ritual, but there is so much than can be done. This was global communication that had to be adapted to local sensibility.
Play with Oreo was launched with the 3D animated spot showing all the possible fun ways an Oreo can be enjoyed. Recipe contest was initiated where people submitted their versions of ‘ways to have an Oreo’. Besides a doodle contest was launched where fans sent hand drawn ‘fun with Oreo’ images. Gifs were also rolled out on Facebook. A ringtone was also developed to go with the campaign. Many of these local content pieces & UGC submissions were featured on the global Play With Oreo hub website. Twitter, Instagram & local website were all activated during the campaign.
Total Audience Reached