WE ARE ‘OREO PEOPLE’: NEW GLOBAL PLATFORM
PUTS A TWIST ON OREO WONDERFILLED
OREO brings India together with its global ‘Oreo People’ campaign – rolls out new global
campaign, simultaneously across 50 markets in AMEA, LA, MEU, localizing with nuances to drive relevance
MUMBAI, India, May 09, 2018: Oreo, the world's No.1 biscuit brand by Mondelēz International, a leading global snacking powerhouse, takes the special ritual of ‘Twist, Lick, Dunk’ forward, rolling out its new global campaign Oreo People simultaneously across 50 markets in AMEA, LA, MEU and will be localized with nuances to drive relevance.
The new global creative platform, coined Oreo People, is the latest installment of the brand’s Wonderfilled campaign. Oreo People is built on the idea that when we connect with Oreo, playfulness is evoked in us all – despite differences, playing with Oreo brings people together. Every time an Oreo cookie is twist opened, a new playful side comes out which is optimistic with limitless possibilities. The campaign is especially designed to engage with consumers in today’s multi-screen, short-attention-span world with exciting visuals and irresistible music, extending across all channels, with a strong focus on digital.
The new TVC displays a wide-cross section of people and how they enjoy their Oreo cookies, making the much-loved brand relevant to them. With this latest creative platform, Mondelez India aims to widen the appeal of the brand in the country, while continuing to play on its core territory.
“Oreo was introduced in India close to seven years back and in such a short span, India has emerged among its top-five markets by volume. Today, twist, lick, dunk has become a ritual; it has been at the heart of numerous warm family moments. Oreo has always stood for bringing people together and the Oreo People campaign takes ahead this proposition. The campaign is based on a key universal insight that while we all share the same playful spirit inside, we often forget about it because of the pressures of modern life. The global campaign aims at widening the appeal of the brand, connecting with a wide cross-section of people, while picking up on the local nuances to drive relevance,” said Sudhanshu Nagpal, Head – Biscuits Category, Mondelez India.
“Oreo has always been a brand that encourages and inspires people to connect with the people and world around you. When we were kids, playing together was our way of communicating, we connect better when we play together. We believe everyone has a playful spirit waiting to be let out. With this film we tell the story that no matter our differences, playing with Oreo brings us together, because we are all Oreo People.” said Jane Lim, Regional Chief Client Officer, Asia - FCB
The campaign will be rolled out across platforms with a new TVC, as well as outdoor, print & digital campaigns across sections.
Link to the TVC:
Agency: FCB SHANGHAI
Creative team: Simen Lv (Group Creative Director), Ewan Yap (Creative Director), Eming Wen (Senior Art Director), Akira Luo (Senior Copywriter), Amour Xiang (Associate Art Director)
Planning team: Steve Xue (Chief Strategy Officer, Greater China), Jennings Liu (Senior Planner)
Account management: Jane Lim (Regional Chief Client Officer, Asia), Elaine Cai (Associate Account Director), Faya Fang (Account Manager)
Production house: Hellonick Limited
Director (film): Nick Lim & Martin Tong
Producer: Jeannette Lee
Director of photography: Kokei Leung
About Mondelēz International
Mondelēz International, Inc. (NASDAQ: MDLZ) is building the best snacking
company in the world, with 2016 net revenues of approximately $26 billion. Creating more
moments of joy in approximately 165 countries, Mondelēz International is a world leader in
biscuits, chocolate, gum, candy and powdered beverages, featuring global Power Brands
such as Oreo and belVita biscuits; Cadbury Dairy Milk and Milka chocolate; and Trident
gum. Mondelēz International is a proud member of the Standard and Poor’s 500, NASDAQ
100 and Dow Jones Sustainability Index. Visit
www.mondelezinternational.com or follow us
on Twitter at www.twitter.com/MDLZ.
About Mondelez India Foods Private Ltd.
Mondelez India Foods Private Limited (formerly Cadbury India Ltd.) is a part of
Mondelēz International, a world leader in biscuits, chocolate, gum, candy and powdered
beverages. The company in India operates in four categories – chocolate, beverages, biscuits
and candy and is chocolate category leader. Cadbury Dairy Milk, Cadbury Dairy Milk Silk,
Cadbury Celebrations, Cadbury Bournville, Cadbury 5 Star, Cadbury Perk, Cadbury Fuse,
Cadbury Gems are some of the company’s chocolate brands in India. The company’s
beverage portfolio consists of Bournvita and Tang. Cadbury Oreo & Bournvita Biscuit is a part
of its biscuit portfolio and Halls and Choclairs Gold make up its candy portfolio.
Headquartered in Mumbai, Mondelez India Foods Private Limited has sales offices in New Delhi, Mumbai, Kolkata and
Chennai and manufacturing facilities at Maharashtra, Madhya Pradesh, Himachal Pradesh and Andhra Pradesh.