Most birthdays last a day, but when you’re 100 years old you can surely do what you want. So Oreo has decided to celebrate their centenary with a year-long campaign.
Since March 2012 Oreo has been running an integrated campaign that encompasses advertising, events, in-store, PR and social media including Facebook, where the brand has more than 25 million likes. They have even released limited edition “Birthday Cake” flavoured cookies.
What particularly excites us is the online campaign called “The Daily Twist”. Every day for 100 days, the brand is placing an image on their website and social channels, including Tumblr and Facebook, of a modified cookie inspired by a current event or special day. Topical events that have been covered includes the discovery of Helium, the historic landing of the NASA Curiosity rover on the moon, and Elvis Week.
One execution that particularly stands out for us is Oreo’s celebration of Pride week. It is daring. Definitely bold. But above all, lovingly irreverent. And that is why Oreo is still relevant and enticing 100 years since it first launched. Brands that survive are the ones that redefine themselves to fit into a modern world, while still staying true to their brand essence. Oreo is all about “celebrating the child in you” and with this campaign both adults and kids are celebrating with equal zeal.
“What we’ve really set out to do is something authentic for the brand, true to its roots, that is fresh for today,” said John Ghingo, senior director for global biscuits at the East Hanover, N.J., office of Kraft Foods. And that they certainly have.
Where the brains behind this campaign deserve extra kudos is the way they involve consumers. Users are invited to inspire the next daily twist by sharing newsworthy events in an “Oreo Moments Gallery”.
Good brands talk. Great brands listen. Oreo is certainly in tune with their target audience and by the look of things we’ll be twisting, licking and dunking their cookies for at least another 100 years.