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.
Cookie-Opening Campaigns
The 'Open Up With Oreo' Campaign Plays on the Idea of Twisting an Oreo
Trend Themes
1. Wonder-filled Advertising - Companies can capitalize on the nostalgic and whimsical elements of childhood to create engaging campaigns that encourage consumers to experience wonder and adventure.
2. Playful Branding - By incorporating elements of play, particularly from childhood, brands can create more engaging and impactful marketing campaigns.
3. Interactive In-store Promotions - Companies can offer incentives and prizes through in-store promotions, encouraging customers to visit physical stores and engage with their products.
Industry Implications
1. Food and Beverage - Food and beverage companies can use nostalgic and playful branding to create more engaging campaigns and products that appeal to customers' emotions and create brand loyalty.
2. Retail - Retail companies can create interactive in-store promotions to increase foot traffic and encourage customer engagement and brand loyalty.
3. Marketing and Advertising - The use of childhood nostalgia and play in advertising represents a disruptive innovation opportunity for marketing and advertising companies to create more impactful and memorable campaigns that resonate with customers.