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.


Oreo was introduced...

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