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MARKETING

Mondelez unveils Oreo People campaign across 50 markets in AMEA and LA
Wednesday, 23 May, 2018, 08 : 00 AM [IST]
Our Bureau, Mumbai
Oreo, one of the world’s leading biscuit brands by snacking powerhouse Mondelez International, has rolled out Oreo People, its new global campaign, simultaneously across 50 markets in Africa, the Middle-East and Asia (AMEA), Latin America (LA) and Europe.

The new global creative platform, which is the latest installment of the brand’s Wonderfilled campaign, will be localised with nuances to drive relevance and take the brand’s special ritual of Twist, Lick and Dunk forward.

Oreo People is built on the idea that when people connect with Oreo, playfulness is evoked in each of them – 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, with a strong focus on digital.

The new television commercial (TVC) displays a wide-cross section of people and how they enjoy 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 ago, and in such a short span, India has emerged among its top five markets by volume,” said Sudhanshu Nagpal, head, biscuits category, Mondelez India, adding, “Today, twist, lick and 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. It 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,” Nagpal said.

“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,” he added.

“Oreo has always been a brand that encourages and inspires people to connect with other people and the world around them,” said Jane Lim, regional chief client officer, Asia, FCB.

“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,” she added.

“With this film we tell the story that no matter our differences, playing with Oreo brings us together, because we are all Oreo People,” Lim said.

Besides the TVC, the campaign will be rolled out across platforms, including outdoor, print and digital campaigns across sections.
 
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