Oreo makes ‘Twist, Lick, Dunk’ ritual global with new campaign

Oreo, a biscuit brand by Mondelēz International launches a new campaign taking its ‘Twist, Lick, Dunk’ forward through a new global campaign Oreo People simultaneously across 50 markets in AMEA, LA & MEU and will be localized with nuances to drive relevance. Comprising 360-degree marketing tactics, the brand launched a TVC to be carried out to other platforms also such as outdoor, print and digital campaigns across sections in the second phase. In India, the OOH duties for the brand are handled by Posterscope India.

The new global creative platform, coined Oreo People, is the latest installment of the brand’s Wonderfilled campaign. Oreo People is built on the idea that when we connect with Oreo, playfulness is evoked in us all – despite differences, playing with Oreo brings people together. Every time an Oreo cookie is twist opened, a new playful side comes out which is optimistic with limitless possibilities.  The campaign is especially designed to engage with consumers in today’s multi-screen, short attention span world with exciting visuals and irresistible music, extending across all channels and with a strong focus on digital.

The new TVC displays a wide-cross section of people enjoying their Oreo cookies, making the much-loved brand relevant to them. With this latest creative platform, Mondelez India aims to widen the appeal of the brand in the country, while continuing to play on its core territory. 

 “Oreo was introduced in India close to seven years back and in such a short span, India has emerged among its top-five markets by volume. Today, ‘twist, lick, dunk’ has become a ritual; it has been at the heart of numerous warm family moments. Oreo has always stood for bringing people together and the Oreo People campaign takes ahead this proposition. The campaign is based on a key universal insight that while we all share the same playful spirit inside, we often forget about it because of the pressures of modern life. The global campaign aims at widening the appeal of the brand, connecting with a wide cross-section of people, while picking up on the local nuances to drive relevance,” said Sudhanshu Nagpal, Head –  Biscuits Category, Mondelez India.

“Oreo has always been a brand that encourages and inspires people to connect with the people and world around you. When we were kids, playing together was our way of communicating; we connect better when we play together. We believe everyone has a playful spirit waiting to be let out. With this film we tell the story that no matter our differences, playing with Oreo brings us together, because we are all Oreo People,” said Jane Lim, Regional Chief Client Officer, Asia - ‎FCB.