Following a global celebration of its 100th Birthday, leading cookie brand Oreo launched its latest marketing campaign “Cookie vs. Creme,” during America’s biggest football game.
According to the company, the premiere of Oreo “Whisper Fight,” which is the brand’s first time advertising during the Big Game, kicks off a two-month program that focuses on the long-standing disagreement dividing Oreo fans — which part of an Oreo is the best, the cookie or the creme?
“Coming off our incredible 100th birthday celebration, we are thrilled to be showcasing the iconic Oreo brand on this national stage,” said Lisa Mann, VP, Cookies, Mondelez International.
“We knew we wanted to kick off the next 100 years for Oreo in a big way, and what better way than by bringing the long-standing disagreement of cookie versus creme to one of America’s biggest television events.”[ Also Read: Biscuits that Promise to Combat Obesity ]
The 30-second TV spot depicts a passionate disagreement of “Cookie vs. Creme” by two men seated in a quiet library. The conversation escalates into a heated scuffle, culminating in pandemonium.
In addition to “Whisper Fight,” a second spot is slated to air starting March 11 on major U.S. cable networks. Both spots were created by Portland-based ad agency, Wieden + Kennedy.
Throughout the campaign, Oreo will continue to engage consumers in the Cookie vs. Creme disagreement through a number of digital activations, beginning with “#cookiethis/#cremethis” during the Big Game.[ Also Read: McDonald’s Uses Social Software to Manage Workforce ]
Oreo is asking its fans to check out the new Oreo Instagram profile and hashtag a photo they love with #cookiethis or #cremethis. Over the course of a three-day period, Oreo will select a number of photo submissions and work with a team of artists to create sculptures using the fan’s favorite part of an Oreo, the cookie or the creme.
The sculpture creations will be photographed and uploaded to Instagram for fans to see and share.
The campaign will be supported by owned media, digital and mobile ads, search, public relations and in-store point of sale.
Starting today, Feb. 4, consumers can also get involved in the “Cookie vs. Creme” conversation at select retailers through a number of promotions, including texting cookie or creme to 63065 for a chance to win $100,000.
Mondelez International, Inc. (NASDAQ: MDLZ) is a leading company in chocolate, biscuits, gum, candy, coffee and powdered beverages.
The company comprises the global snacking and food brands of the former Kraft Foods Inc. following the spin-off of its North American grocery operations in Oct. 2012.
Mondelez International’s portfolio includes several billion-dollar brands such as Cadbury and Milka chocolate, Jacobs coffee, LU, Nabisco and Oreo biscuits, Tang powdered beverages and Trident gums.
According to the company, as one of Kraft Foods’ 12 “billion-dollar” brands, Oreo biscuit brand is available in 100 countries around the world and generates more than $2 billion in global annual revenues.