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Twist, Lick, Dunk — But Together

The new Oreo campaign — rolled across outdoor, print & digital platforms — will be localised with nuances to drive greater relevance

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Taking forward the special ritual of ‘Twist, Lick, Dunk’ forward, Mondelez International’s Oreo recently rolled out its new global campaign ‘Oreo People’ across 50 markets. Seen on outdoor, print & digital platforms, the new campaign will be localised with nuances to drive greater relevance.

Oreo People is the latest installment inthe brand’s Wonderfilled campaign. It is built on the idea that Oreo invokes playfulness in us all – and despite differences, playing with Oreo brings people together. 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.

“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. 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,” says Sudhanshu Nagpal, head of  Biscuits Category, Mondelez India.

The new TVC displays a wide-cross section of people and how everyone enjoys 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 has always been a brand that encourages and inspires people to connect with people and the 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,” says Jane Lim, regional chief client officer at FCB Asia.