EAST HANOVER, N.J. — Following a global celebration of its 100th birthday, Oreo launched its latest marketing campaign "Cookie vs. Creme," during America's biggest football game.
The premiere of Oreo "Whisper Fight," which is the brand's first time advertising during the Super Bowl, kicked off a two-month program that focuses on the long-standing disagreement dividing Oreo fans — which part of an Oreo is the best, the cookie or the creme?
"Coming off our incredible 100th birthday celebration, we are thrilled to be showcasing the iconic Oreo brand on this national stage," said Lisa Mann, Vice President, Cookies, Mondelez International. "We knew we wanted to kick off the next 100 years for Oreo in a big way, and what better way than by bringing the long-standing disagreement of cookie versus creme to one of America's biggest television events."
The 30-second TV spot depicts a passionate disagreement of "Cookie vs. Creme" by two men seated in a quiet library. The conversation escalates into a heated scuffle, culminating in pandemonium. In addition to "Whisper Fight," a second spot is slated to air starting March 11 on major U.S. cable networks. Both spots were created by Portland-based ad agency, Wieden + Kennedy.
Throughout the campaign, Oreo will continue to engage consumers in the Cookie vs. Creme disagreement through a number of digital activations, beginning with "#cookiethis/#cremethis" during the Super Bowl. Oreo is asking its fans to check out the new Oreo Instagram profile and hashtag a photo they love with #cookiethis or #cremethis. Over the course of a three-day period, Oreo will select a number of photo submissions and work with a team of artists to create sculptures using the fan's favorite part of an Oreo, the cookie or the creme. The sculpture creations will be photographed and uploaded to Instagram for fans to see and share.
The campaign will be supported by owned media, digital and mobile ads, search, public relations and in-store point of sale. Starting Monday, February 4, consumers can also get involved in the "Cookie vs. Creme" conversation at select retailers across the country through a number of promotions, including texting cookie or creme to 63065 for a chance to win $100,000.