"Wonderfilled" Oreo Cookies

There's been so much to going on at Oreo recently! The Nabisco brand has had two creative and memorable campaigns over the past year, with a creamy, revolutionary tweet sandwiched in the middle of them. The marketing focuses heavily on nostalgia, using historical events in the first campaign and memories of childhood in the second. Its been a big twelve months for milk's favorite cookie!

 My Daily Twist

With the goal of "help[ing] everyone around the world celebrate the kid inside", Oreo began its "Daily Twist" campaign to celebrate the brand's 100th birthday last year. For 100 days straight, a four agency team created an Oreo-themed visual featuring a current events story or historical anniversary tied to that date. 

The effort kicked off on June 25th and featured a rainbow stacked cookie celebrating gay pride month. It then went on to feature the 1969 moon landing, release of the movie "Jaws" and ended with the anniversary of the first high five (October 2, 1977 apparently- and don't worry, you wont be judged for thinking high fives have been around forever like I did). The campaign was a huge social media success, raising average fan interaction through Facebook and Twitter by 110% and garnering praise from marketers as well.

 Light's Out Advertising

One of Oreo's most talked about accomplishments came during the Super Bowl, though it wasn't their Whisper Fight commercial. During the 35 minute power outage, the brand released a brilliant, hastily conceived ad on Twitter that read "Power out? No problem" and had the below picture attached:

It was retweeted more than 14,000 times in the following hours.

Quick thinking and a historic opportunity might have led to a revolution in social marketing.The company's agency, 360i, had their team already gathered when the blackout occured. With Oreo executives already accessible, the agency easily got approval and pulled the trigger. When the lights turned off, their light bulb's turned on!

Many agencies now feel they should be on-call for major events, just in case another opportunity presents itself. Creativity now doesn't stop when you leave the office (never really did, but it DEFINITELY doesn't now). Agencies are on the job 24/7. 

 Sharing the Good Times

Oreo's latest campaign- its "Wonderfilled" campaign- again seeks to awaken the inner child in you. "The whole dynamic of having an Oreo, eating an Oreo, sharing an Oreo gives you a little feeling like a child again" says Jorge Calleja, creative director at the Martin Agency, maker of the first "Wonderfilled" commercial. Both spots go for nostalgic and childhood, with references to the Big Bad Wolf from the Three Little Pigs, staying up late to watch monster movies on TV and music from Adam Young's Owl City (who recently provided original tunes for the children's movies Legend of the Guardians and Wreck-It Ralph).

This is only the beginning of the campaign, but I believe its off to a good start: