OREO Daily Twist

Auro Trini-Castelli, John Campbell and Susan Polachek
Draftfcb New York

Campaign details

Brand owner: Monedelez International
Agency: Draftfcb New York (lead agency); Starcom Chicago, Weber Shandwick, 360i (supporting agencies)
Brand: OREO
Country: United States
Industry: Confectionery
Media budget (USD): $500k - $1 million
Channels 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 image.

The brand wanted to use its centenary to rejuvenate OREO. Instead of focusing on the past, OREO decided to focus on the present.