The 'Open Up With Oreo' Campaign Plays on the Idea of Twisting an Oreo

By: Katherine Pendrill - Feb 24, 2016
References: mondelezinternational & foodbev
Oreo recently launched its 'Open Up With Oreo' campaign, which plays into the act of twisting open the iconic cookie. Following the success of its previous 'Play With Oreo' campaign, the famed cookie company is continuing to encourage the idea of playtime and embracing feelings of childlike wonderment.

The Open Up with Oreo campaign plays on the popular childhood habit of twisting open Oreo cookies before eating them. This quirky habit translates into the idea that children are naturally curious and open to new experiences, while adults tend to close themselves off. The campaign thus encourages consumers to seek out wonder-filled moments such as opening up their favorite cookie. As Oreo brand manager Helen Potter explains, "Our new campaign is truly wonderfilled, offering consumers the chance to experience adventure once again."

In addition to the new ads, Oreo is also aiming to maximize in-store advertising with promotional packages that give shoppers the opportunity to win cash prizes or a trip to New York.