F&B giants are giving their brands an universal flavour to resonate with increasingly global consumers – Coca-Cola goes for happiness while Pizza Hut focuses on the concept of reunion.
Oreo, a cookie brand which has long held the theme of playing, is extending it’s childlike wonder with a new “Play with Oreo” campaign under it’s long-established platform “Wonderfilled”.
The first wave of the campaign kicked off with a TVC adapted from Oreo global. Created by creative outfit The Martin Agency, the animated spot aims to introduce more tricks to play with Oreo cookies.
The campaign in Hong Kong goes along with a product-driven spot to back its new flavour Oreo Coconut Delight, which is developed by Oreo’s creative AOR for the SEA market FCB Jakarta.
While in China, the campaign is launched with two on-line videos, featuring the famous “daddy” celebrity in China, Gary Cao, and gastronomist Wen-Yi, to demonstrate their unique ways of playing with OREO.
Developed by FCB Shanghai, the China element includes a recipe challenge launched for online and mobile platforms, which includes a mini-game and social contest of submitting creative recipes to further inspire parents and children in China to create their own innovative “recipes” for eating Oreo cookies.
Additionally, all Oreo packages have added a unique QR code that leads the consumers to unlock a playful way to eat Oreo. In-store, the creative free-tasting programs are rolling out to engage consumers with playful ways to enjoy the sandwich cookies.
The campaign will run until May in Hong Kong and April in China.