Oreo Olympics
FCB Toronto
Situation analysis
Overall assessment
After years of "twist, lick and dunk," Oreo wanted to stand for something less functional and be more emotional – to be about possibility and optimism. Wonderfilled was the first step in that direction, our way to reboot a cookie and connect folks to their sense of awe, in a cynical world. It was our new global platform and it was well received.
The Canadian cookie market is tough, competing mostly on price. Mom, our core customer, is trained to look for cookies on sale. And the category is getting...