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EAST HANOVER, N.J. — Mondelēz International's Oreo brand launched a new globally integrated marketing campaign, "Open Up with Oreo," on Jan. 19. The campaign is designed to convey a simple but powerful message: open your heart to people who are different than you and you'll discover the similarities.
As the latest installment of the brand's ongoing Wonderfilled platform, the campaign will launch in more than 50 countries during the first half of 2016 to encourage its growing global community of fans to see the world through the eyes of the Oreo brand.
The campaign addresses the behavior shift that comes with age. Children are naturally open, while adults begin to default to the familiar, which can cause them to close themselves off to others. "Open Up with Oreo" leverages the brand's expansive global footprint and its ability to break through the adult exterior, with the objective of inspiring fans worldwide to be more open to those around them and, as a result, make new connections.
The campaign creative is grounded in the universal practice of twisting open an Oreo cookie, a playful gesture that is a catalyst for breaking down barriers and creating unexpected connections, according to Mondelēz.
"We're excited about our new Open Up with Oreo campaign as it conveys an optimistic and hopeful message that we think will resonate with all our fans," stated Jennifer Hull, brand director, global, Oreo at Mondelēz International. "As a brand that inspires openness and curiosity every day, Oreo believes that, if we begin to open ourselves up, we'll make more meaningful connections and discover that we have more in common than we think, no matter where we live or what walk of life we come from."
The campaign will include a global TV spot, digital content series, in-store point-of-sale and, in select countries, global prizing and custom product embossments.
An animated TV spot launched in the United States on Jan. 18. Additional digital content and a video series will launch Feb. 2 to demonstrate how an Oreo cookie can open an unexpected introduction, even a friendship, between two characters from different walks of life.
"With a presence in over 100 countries, there's something truly universal about an Oreo cookie. Our new campaign really appeals to liberating the child inside and celebrating a feeling of wonder, no matter the location or language," Hull said. "Even after 100-plus years, the Oreo brand continues to delight consumers all over the world in fresh and relevant ways."