OREO Daily Twist
Auro Trini-Castelli, John Campbell and Susan PolachekDraftfcb New York
Campaign details
Brand owner: Monedelez InternationalAgency: Draftfcb New York (lead agency); Starcom Chicago, Weber Shandwick, 360i (supporting agencies)Brand: OREOCountry: United StatesIndustry: ConfectioneryMedia budget (USD): $500k - $1 millionChannels used: Branded content, Public relations, Social media, Word of mouth and viral
Executive summary
OREO, the cookie brand owned by Mondelez, was about to turn 100. Indeed, having spent the past century communicating to families in a traditional way, the brand had developed quite a traditional...