Oreo: #BRINGBACK2011

Biscuit brand Oreo leveraged Indians’ belief in superstitions to cement its brand in Indian culture with the Bring Back 2011 campaign, securing earned PR and growing sales value by 22%.

Campaign details

Entrant company: LEO BURNETT, India

Why is this work relevant for Strategy & Effectiveness?

With the vision of cementing the brand in Indian culture; #BringBack2011 set out to make 1 billion Indians believe they can play their part in ensuring India brings home the 2022 Cricket World Cup. And the only barometer for success was to see how far Indian fans would go. We ignited the passion by leveraging their belief in superstitious acts leading to victory. With the help our of brand ambassador, we sparked the movement by following our own superstition.

Background

Oreo was introduced...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands