Oreo has launched ‘Wonderfilled’, a colourful new campaign which Mondelēz says is designed to “reawaken the inner child in everyone and let wonder loose on the UK”.
The campaign is timed to coincide with the UK introduction of two new Oreo flavours, Golden Oreo and Peanut Butter Oreo, and features a TV ad which will air for the first time today (Monday 3rd August).
Created around the premise “I wonder if I gave an Oreo to…”, Wonderfilled aims to disrupt consumers’ everyday lives by presenting humorous, imagined scenarios which show how sharing an Oreo could transform expected outcomes into more positive ones. For example the advert wonders if giving an Oreo to the Big Bad Wolf would inspire him to help the three little pigs build decking rather than blowing their house down.
The advertising creative forms part of a £2.1m marketing investment aimed at driving growth within biscuits by attracting incremental consumers to the category. The campaign will also include Video-on-Demand, Social Media, Product PR, Sampling and In-store Promotions.
Daniel Kessler, Oreo Brand Manager at Mondelēz International said: “As kids we have that a sense of wonder in how we see the world, but as adults we sometimes have to be reminded that often it’s the little things that can brighten our days. The Wonderfilled campaign has been designed to remind adults how a small thing like an Oreo and using a little imagination can brighten their perspective.”
Oreo is currently valued at £31.2m in the UK, with a growth rate of +21.6% – the fastest-growing sweet biscuits brand in the UK. Additionally, 40% of Oreo’s growth is incremental to the total biscuits category, and is already in the top 10 in value of all total biscuits brands.