Play With Oreo - 2015 Global Campaign
Twist, lick, dunk, roll, stack and dip, there's no limit to what your imagination can do when you play with OREO. And from working with electro-pop duo Yelle to seeking out 10 emerging artists to share their creative OREO expressions of “play,” this new campaign inspires imagination and play in 40 countries and 14 languages around the globe.
Play With Oreo - global program logo
Play With Oreo - logo badge on pack
To house all the content created for the global program, and to encourage fans to "Play" we built a content hub at PlayWithOreo.com (sadly since taken offline, you can see a screengrab on the left). It aggregated anything posted by fans world wide in an ongoing stream, showcased unique content from the Oreo team, had an integrated "Oreo-Head" avatar generator, games that enticed the viewer to play with the cookie, and more.
As with any global promotional campaign, to work well it had to move product. We worked to bring the core concept of play into fun and engaging displays in store. As you can see above, each international region had their own interpretation that integrated smoothly back into the bigger program.
Other regions, like Oreo India, chose to go even further and roll "Play With Oreo" artwork out on their social platform.