Oreo Thins plays up thinness of the cookie in new regional campaign

Oreo, a cookie brand under Mondelez has launched a regional campaign for Oreo Thins. In a statement to Marketing Interactive, a creative agency FCB Jakarta spokesperson said the campaign has launched in Indonesia and Philippines and will extend to Singapore, Malaysia, Thailand and Vietnam over the next few months.The campaign aims to appeal to adults who are into sweet snacks and change the perception that Oreo is a product for children, added the spokesperson. The year-long campaign will see digital and television executions as well as on-ground activations.Playing on the sleight of hand, the campaign video sees a woman doing a magic tricks for her friends, making an Oreo Thins cookie disappear and eventually having it for herself. The Indonesian version has garnered over 3.5 million views on Oreo Cookie YouTube channel in one month. According to a press release, the video is also aligned to Oreo's global "Stay Playful" positioning. Oreo Thins was launched in Southeast Asia about a year ago.[embed]https://youtu.be/lv0rAu3YKVY[/embed]Nikhil Rao, Mondelez Southeast Asia marketing director for biscuits, said the campaign was inspired by how consumers were surprised at the thinness of an OREO Thins cookie, providing far less calories than a regular one. "The campaign from FCB dramatises the surprising thinness in a playful tone, that consumers connect the OREO brand with,” he explained.Meanwhile, FCB executive creative director Ravi Shanker said the campaign uses the size of the cookie to help the brand to "unlock the playful spirit" in everyone. "Transforming a dull coffee break moment at work through a playful moment through its size, OREO Thins also drives home the point, that its too good to share," he added.[Digital Marketing Asia Conference is returning for a fourth year in Jakarta this October! Join us on 22-23 October as we hear from the greatest minds on how you can ably navigate the ever-changing digital marketing landscape and stay ahead of the game. Secure your seats today.]Credits: Mondelez Southeast Asia Director of S.E.Asia: Nikhil Rao Associate director: Arpan Sur Marketing Manager : NG Boon Siew. Agency: FCB Jakarta Managing Director: Sony Nichani Executive Creative Director: Ravi Shanker Art directors (ATL): Hamidah As’ad, Jonathan Ronaldo Digital Creative: Swapnil Kambli, Anastasia Account Director: Roma Das Account Manager: Mira Amira Agency Producer: Yuni Pratomo Production Company: Stink Films Director: Diego Nuñez Irigoyen Executive Producer: Desmond Loh Producers: Evie Yeo (STINK FILMS), Anne Prakaiwat Guyon (TAPROD)(Read also: Oreo sparks the joy of gifting this Ramadan with integrated campaign)