Multinational public relations agency Publicis Groupe Indonesia has launched a regional activation titled “Say it with OREO”, under the brand’s "Stay Playful" communication platform. The activation introduces a limited edition pack with special emoji and alphabet embossed cookies which is available across SEA markets, as stated by the press release.
Nikhil Rao, director, SEA for biscuits, cakes and snacks, Mondelez said the activation allowed the company to make Oreo live its positioning of ‘Stay Playful’ as people could literally play with the cookie.
Arpan Sur, associate director, SEA for biscuits, cakes and snacks, Mondelez said OREO is a brand that always finds playful ways to put a smile on the faces of its consumers. He added that in the current environment, as consumers were staying at home, spending more time with their loved ones and enjoy snacking time together, OREO brought playful ideas to excite them.
“The 'Say It With OREO’ campaign has limited-edition embossed cookies- you can use these OREO cookies to send a message to your loved ones, create a creative acronym, or share your favourite local lingos. It is a simple yet powerful idea to spark playful connections,” Sur added.
Meanwhile, Ali Shabaz, chief creative officer of Publicis Indonesia said Oreo was always looking for new ways to playfully tap into trends and culture, and Publicis knew that increasingly families were using texting or other short codes to communicate with each other. “The new OREO cookies will inspire more fun ways of staying connected with each other as they spend more time at home,” Shabaz added.
Additionally, the campaign was shot through Prodigious Thailand, an advertising agency in Bangkok, using James Teh as the director. The campaign was also backed with a digital engagement campaign which challenged consumers to share their “Say it with OREO”, according to the press release.
Separately, Publicis Indonesia has been recently hiring new talents into the company. In March, it hired former managing director Sony Nichani of FCB Jakarta Sony Nichani as its new managing director. Under this role, Nichani was tasked to run and handle the international businesses, as well as support the CEO on running the group P&L along with the management team. In the same month, it also appointed Ravi Shankar as its new ECD, where he was tasked to grow the business by finding new solutions for clients. Prior to this, Shankar helmed the role of ECD at FCB Jakarta and was with the agency for five years.
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