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OREO
OREO Daily Twist

RAN IN: United States

CLIENT
Mondelez International

Danielle Brown - Sr. Assoc. Brand Manager
Cindy Chen - Director

AGENCY
Draftfcb *Lead Agency

Jill Applebaum - SVP, Group Creative Director
Auro Trini Castelli - SVP, Global Strategy Director
Susan Polachek - SVP, Group Mgmt. Director
Jackie Anzaldi - Art Director
Jared Isle - Art Director
Mike Lubrano - Art Director
Noel Potts - Copywriter
Megan Sheehan - Creative Director


360i


Weber Shandwick


Starcom MediaVest Group


SUMMARY

On March 6, 2012, OREO celebrated its 100th Birthday. After launching a very successful campaign, the brand was left with quite a challenge. OREO was at its highest awareness and sales levels ever, but this 100 year old cookie needed to become more modern and even more successful throughout the year. OREO launched a first of its kind social media campaign, which tapped into contemporary culture in real time, every day. This resulted in an onslaught of media coverage, consumer engagement, and exceeded YAG net revenue by 6.7%.

CASE VIDEO


Hero Medium: Social Networking Applications

Medium Featured On Video: Interactive, Social Networking Sites/Applications

Audience: New Audience, Families

Objectives: Build, change corporate image

Type: Business to Consumer

Classification: National

Language: English