The push leverages universal consumer insights uncovered by the brand to deliver a local contextual and cultural twist across 50 markets
Oreo has rolled out an international marketing push themed, Open Up with Oreo, set to launch in 50 countries during the first half of 2016. The effort is aimed at driving its global community of fans to see the world through the eyes of the long-standing Mondelez trademark.
Promoting a message of similarity amidst diversity, the initiative addresses a behavioural shift that comes with age. According to the brand, while children are naturally open to suggestion, grownups tend to default to the familiar, causing the latter to become closed-off to others.
The exercise is designed therefore to leverage the marque’s expansive global footprint and ability to break through the adult exterior. Aspiring to tug at one’s heartstrings, its objective is to inspire people everywhere to lower their interpersonal shields and establish new bonds.
The creative is grounded in the universal practice of twisting open an Oreo cookie; the playful gesture is meant to serve as a catalyst for breaking down barriers and creating unexpected connections. It includes a television spot, digital content, in-store elements and in select countries, global prizing and custom product embossments.
The commercial captures the brand’s signature Wonderfilled aesthetic. Set against the backdrop of a fun-infused roller rink, the animation depicts a young girl who sets out on a mission to inspire those around her to look within, let a little bit of wonder out and in turn, let others in.
The promotional clip has launched in the United States to feature the vocal talent of multi-platinum selling and Grammy-nominated recording artiste, Adam Lambert. Meanwhile, a video series debuting on 2 February 2016 will comprise stories in which the characters share a treat and create friendships. Also, discover the Wonder Vault here.
“As a brand that inspires openness and curiosity, Oreo believes that if we begin to open ourselves up, we will make more meaningful connections and discover that we have more in common than we think, no matter where we live or what walk of life we come from,” said Jennifer Hull, Brand Director Global, Oreo at Mondelez International.
