Campaign details
Agency: Digitas UKClient: Mondelez InternationalCampaign Name: Oreo - The Playful Network
Oreo UK wanted to establish a playful tone of voice that would resonate with millennial consumers living with the consequences of Covid-19
Strategy
Looking at the way Brits responded to the pandemic gave the team cause to commission research into attitudes towards playfulness.
From there, Oreo UK was able to prove that throughout history Brits have wanted to roll up their sleeves, kick back and take the mick.
Oreo knew it didn't have the right to tell people to 'stay playful'.
Instead,...