Why would anyone want any food that some else has licked? Fandom is insanity. Obsessive insanity. But it’s working in Oreo’s favour in the UK. The brand is auctioning Oreos licked by Louis Capaldi on eBay. The real beneficiary is Nordoff Robbins, the U.K.’s largest music therapy charity. All proceeds will go to it.
The rather gross idea, and equally gross campaign video, come from agency, Elvis. Watch Capaldi lick Oreos in close-up here:
The stunt is part of Elvis’ ongoing campaign, Stay Playful, whose aim is to make the Twist, Lick, Dunk ritual famous for Oreo in the UK, like it is in the US.
Joanna Dias, senior brand manager at Mondelez, commented, “We know that people love anything touched by someone famous, and as one of the most talked about music stars of 2019, we felt Lewis Capaldi was the perfect choice to create a buzz around Oreo and the iconic ‘twist, lick, dunk’ ritual. We really hope Oreo and Lewis fans get behind us and start bidding so we can raise lots of money for Nordoff Robbins.”
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