Oreo: Press play with OREO mixtapes

OREO, the biscuit brand, launched a campaign directed at millennials that drew on 90s nostalgia, resulting in a sales and brand uplift.

OREO needed to build brand meaning and relevance with UK Millennials through a creatively led, integrated experience that would strike a chord with them and ultimately drive incremental sales.


Following the impact of COVID-19, deprived of physical experiences and connections with loved ones, Millennials were fed up. This stressful environment gave rise to a return and embrace of the familiar, nostalgia, and hobbies such as knitting and other craft-based activities. There was even a resurgence of cassette tapes, and a comeback of classic albums.

OREO identified that music is a popular means of escape for Millennials. However, the brand...

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