Oreos are famous and part of popular food culture in a number of markets, notably their birthplace, the US, as well as the UK. But they’re not part of the current healthy eating movement and they’re not entirely immune to the global downturn in sales in the sweet biscuit market that has been continuing for more than five years. Although Oreo sales globally were a large part of Mondelez’ growth in the twelve months to the end of the first quarter this year, Mondelez’ 7.6% growth in emerging markets (40% of its business) significantly outperformed that of its established markets (4.2%).
Mondelez is helping Oreos to keep a place in popular culture in the UK with an influencer campaign made with creative agency, Elvis, which also won the three-way pitch to deliver Mondelez’ biggest brand activation in Europe next year across 20 countries.
The campaign, Some People’ll Do Anything For An Oreo, is challenging influencers to “push their boundaries”. The Slow Mo Guys, for example, created a Rube Goldberg-style machine, with a treadmill and a blow-up swimming pool full of a white liquid that is for all intents and purposes, milk. Daniel Gruchy began with a full speed run on the treadmill (momentarily) before tumbling in slo-mo into the pool for the promise of an Oreo.
The nine-minute video was shared with the Slow Mo Guy’s 11m subscribers, and achieved more than 1bn views. Shorter cuts are being circulated in social and digital media by Oreo and The LadBible.
Then there’s the Oreobrow, which Mondelez and Elvis hope will get caught up in the current fad for eyebrow art and move from influencer post to consumer craze.
Katie Dade, senior brand manager of sweet biscuits at Mondelēz, commented, “We’re excited to launch this new campaign, which brings to life the deliciously irresistible taste of Oreo in a surprising and entertaining way. Some People’ll Do Anything For An Oreo is the latest chapter in the story of continued growth for the world’s number one cookie.”
James Hudson, associate creative director, Elvis, added, “We’re proud to have partnered with Oreo to create an unexpected and unforgettable campaign which should cut through the social noise and inspire people to try Oreo. We’re also thrilled to be leveraging the creative talents of The Slow Mo Guys, in a fun and authentic way which should hopefully resonate with their huge audience.”
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