Oreos launches international campaign

22 Mar 2016

Oreos has developed a new campaign, Open Up with Oreo, which will run in more than 50 countries this year, including South Africa. The campaign will share the positive message of asking fans to open up their hearts to others while offering local consumers the chance to win one of three family trips to New York City worth R200,000 each.

For a chance to win one of the trips to the home of Oreo, fans must purchase a pack of Oreo biscuits (176g or 429g) and SMS the last five digits of their barcode to 40185. Oreo cookie lovers can also enter online at www.letwonderout.co.za SMS rates and Ts & Cs apply.

Building on the sense of childlike wonder, a series of wonder-filled activations are planned to open up in shopping centres in Joburg, Pretoria, Durban, and Cape Town. These engaging installations promise a unique experience of opening up and sharing wonder:

Gateway: 23 to 28 March;
Menlyn: 6 to 10 April;
Maponya Mall: 13 to 17 April; and
V&A Waterfront: 27 April to 1 May.

Also Oreo lovers must visit Montecasino Piazza over the Easter weekend (25 to 28 March) with the whole family and be sure to (literally) look on the bright side (and by bright we mean the sky) every day at noon for a wonder-filled surprise.

A positive and hopeful message

“We believe that Oreo’s optimistic and enthusiastic brand persona will be brought to life through the creative executions of this integrated campaign,” said Grant van Niekerk, biscuits and groceries category marketing director of Mondelez South Africa. “The work conveys a positive and hopeful message that we know will resonate with all our fans, as we encourage people to practise kindness and open up their hearts to others.”

This is also evident in the new 2D animated television commercial featuring upbeat vocals by Adam Lambert, which will flight for the duration of the campaign. Set against the backdrop of a playfully diverse roller rink, the story follows a young girl inspiring those around her to look inside themselves to let a little bit of wonder out and, in turn, let others in. In the advert, an Oreo biscuit is the catalyst for the characters to open up to each other.

When asked about his collaboration with Oreo, Lambert said:” I think it was kind of always my fantasy to record a song for a brand, especially Oreo. Their whole Open Up campaign really spoke to me, they’re encouraging people to be more open, look at our similarities - which is part of my own philosophy.”

To offer South African fans more variety and choice, Oreos recently brought out a brand new flavour: Oreo Chocolate Crème, which hit shelves in March and is available in 176g packs from leading retailers.

Learn more about the Open Up with Oreo campaign by going to www.letwonderout.co.za and following Oreo on Facebook and Twitter @Oreo #LetWonderOut.