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Oreo might have turned 102 this year, but the beloved cookie brand's marketing is still nimble-and social-enough to take a bite out of the competition.
If cookies can be said to have laurels, Oreo isn't a brand to rest on them. Aiming to maintain the momentum of a blockbuster two-year stretch of mar- keting that included the much-awarded and emulated Daily Twist campaign and the now-infamous Super Bowl blackout tweet, Oreo branched out with an entirely new brand platform.
Launched in May 2013, the "Wonder- filled" campaign represents an evolu- tion of sorts, says Magnus Hierta, cre- ative director at The Martin Agency, the creative shop responsible for Oreo's most recent effort.
Though playful in tone, the goal of Wonderfilled is to expand Oreo's target audience beyond moms and children to anyone who could use a reminder to "see the world with the same sense of wonder we had as kids," says Kristin Hajinlian, Oreo brand manager at Mondeléz International.
"Most of us first experience our first Oreo cookie as kids, a time when we're surrounded by awe and amaze- ment with the world around us," Hajinlian adds. "[Won- derfilled] encourages all of us to have a more wide-eyed and open-hearted approach to life."
Although Wonderfilled represents a completely new twist for Oreo, the campaign continues to embrace the cookie brand's core values: humor, imagination, social- ness, and fun.
As Hierta puts it: "Oreo has 25% of its category and all of its competitors are miles away-so why do a 180 when what Oreo has works?"
Beyond twist, lick, and dunk
Wonderfilled is about getting Oreo out of the cookie aisle, both literally and figuratively. From TV, pre-roll, and out-of-home, right down to the packaging level in- store, Wonderfilled will be part of the brand DNA for the foreseeable future.
The top-level Wonderfilled messaging asks a simple ques- tion, "I wonder if..." The possible answers, according to Martin Agency Creative Director David Muhlenfeld, are endless. The Martin Agency partnered with a number of artists and musicians, including Chiddy Bang and Tegan and Sara, for animated video variations of the Wonder- filled theme song. In one version by electronic musician Owl City, the singer asks, "Wonder if I / gave an Oreo / to...