Oreo has rolled out its latest campaign titled, ‘Play with Oreo’ that went on air on 15 April. The global campaign has been conceptualised by FCB while the Indian leg has been done by Interface Communications.
Expressing the number of ways in which customers can enjoy Oreo cookies, the jingle talks about twisting, licking, dunking and enjoying the cookie in any conceivable way. Visually, the cookies are seen in an imaginary world being licked, chopped, dropped and rolled by robots and other imaginary characters.
The film encourages viewers to enjoy and play around with their imagination while indulging in Oreo. The film ends with super announcing 'Play with Oreo’.
Chella Pandyan, senior manager, Marketing, Biscuit India and Kids Fuel AP, Mondelēz International, said, “Play has always been an integral part of Oreo’s brand’s philosophy. The new campaign is an exciting expression of that philosophy and encourages our consumers to add a bit more playfulness into their lives. Our communication will showcase ‘Play’ in imaginative and creative ways through its striking pop art style across media, including digital and social media with its simple message- Play with Oreo. All of us could do with some more play and fun in our hectic, busy lives. Through this campaign we seek to inspire people to do just that in their own little way in their everyday lives.”
Jennifer Hull, director global Oreo, GCT Biscuits Brands & Communications, added, “We launched ‘Play with Oreo’ to inspire wonder among consumers across the globe through playfulness. We encouraged play not only with the cookie itself, but in people’s everyday lives, through things like music, art, and self-expression (among others).”
In India, the TVC will air in English, Hindi, Marathi, Tamil, Kannada, Malayalam and Bengali languages.
The ‘Play with Oreo’ campaign will be supported by a 360 degree marketing campaign that includes outdoor, radio and digital.
Client: Mondelēz International
Creative agency: FCB/ Interface Communications
Producer: Johnna MacArthur
Production House - Brand New School