Oreo is encouraging people to see the world with open eyes and a curious heart in its ‘Open Up with Oreo’ campaign.
Open Up with Oreo conveys a simple but powerful message – Wonder is something children experience naturally and adults possess, but adults simply need reminding. The message from Oreo is grounded in the popular ritual of twisting open an Oreo cookie.
Airing for the first time in the UK in 20 second slots from March 7, the advertising creative forms part of a £3.1m marketing investment aimed at driving growth within biscuits by attracting incremental consumers to the category. The campaign will also include VOD, social media, digital and experiential activity.
The campaign will be supported with promotional packs of Oreo Original 154g PMP and non-PMP packs.
These packs will feature a winning ticket mechanic, giving shoppers the chance to win cash prizes. All winners will be entered into a prize draw a four night stay in New York for four people. Promotional packs will include ‘Open Up’ embossed cookies to surprise and delight consumers by conveying the different ways that they can open up.
Oreo brand manager at Mondelēz International Helen Potter said: “Oreo believes that no one ever truly loses their ability to wonder, we simply become closed off to it when everyday life gets in the way. As a brand that inspires openness and curiosity, Oreo believes that if we open ourselves up and see the world through the eyes of a child we’ll have a newer, positive perspective on life. Our new campaign is truly wonderfilled, offering consumers the chance to experience adventure once again. We’re excited to see the campaign come to life, retailers should stock up to make the most of the investment.”
Oreo says it is currently valued at £38.5 million in the UK, with a growth rate of +21.2 per cent (Nielsen), making it the fastest-growing sweet biscuits brand in the UK. The brand says that after just eight years in the UK market it is already in the top 10 in value of all total biscuits brands (Nielsen).