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The billion dollar best selling brand by Kraft Foods carved out its niche as milk's favorite cookie by devising its ingenious twist, lick and dunk brand communication strategy. Now, across multiple key global markets, its core strategy remains consistent and crystal clear. Its delivery however, continues to push the boundaries of creativity, evolving with the times and consumer sophistication.
In this bold new creative campaign, the traditional dunk of an Oreo cookie into a glass of milk is brought to life with the use of a panoramic glass elevator. As the elevator descends each floor the effect captures the gesture of an Oreo being dunked in a glass of milk.
"The feedback we have received so far has been insightful and indicative of the brand's strong association with milk. Most people got it right away, others were thoroughly engaged. It is a whole new way to demonstrate that Oreo goes hand in hand with milk. At the same time, it captures the fun and playful essence that Oreo brings to milk,"
said Ahmed Yahya Marketing Director GCC, Kraft Foods Middle East and Africa.
Created by Draft FCB, the campaign is currently being tested in the media-savvy township of Dubai Media City before it hits one of Dubai's high traffic shopping malls. That in itself is a clever move by Oreo. After all if the ad folks do not get it, will anyone else?
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Posted by Nadeen El Ajou
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