Biscuit brand Oreo is bringing its ‘Wonderfilled’ global brand platform to an Australian audience, with the campaign set to be its largest to date locally.
Oreo’s ‘Wonderfilled’ cross channel promotion will be activated through a range of mediums including TV, instore, PR and influencer engagement, digital, and social media.
A new integrated 15-second television commercial ‘World Leaders’ officially launched the new brand platform.
Shaped around the global creative ‘I wonder if I gave an Oreo to…’, it has been reimagined for the Australian audience, encouraging them to see the world with open eyes and a curious heart.
The animated spot tells the story of how by sharing an Oreo – the token of wonder – world leaders are inspired to dream and join as one to create a world of harmony.
The Wonderfilled campaign aims is to spark wonder with all of Australia; and is the company’s biggest brand investment in over four years. All Oreo 137g and 274g packs have been redesigned to better harmonise with the Wonderfilled campaign and imagery.
Shoppers will see high impact, in store point of sale, and Oreo’s social channels will further spread the word with online content for their followers.
A spokesperson for Oreo told C&I Week biscuits accounts for every one in eight snacking products consumed.
“It’s important to remember that petrol and convenience consumers are not always looking for chocolate to curb their morning or afternoon snacking craving, and at these times Oreo (and biscuits) play an important role, as they span both functional and emotional needs.”
For best results, retailers are advised to capitalise on the current brand investment with prominent product display.
“We want to interrupt the shopper en-route to the counter or associated selling with coffee or beverages as the perfect accompaniment.”