Cadbury Oreo has launched its â€œPlay with OREOâ€ campaign in India to inspire consumers to get playful and enjoy the small moments of life. The brand is on a mission to unleash imagination and playfulness, not only by the means of creative fun with the iconic Oreo cookie, but also in consumers’ everyday lives. Oreo is running a 360O marketing campaign nationally, to spread this message of â€œplayfulnessâ€ amongst its fans.
In addition to an exciting new TVC, â€œPlay with OREOâ€ will be seen on a wide array of media platforms like innovative Graffiti wall art, Outdoor, Radio, along with a prominent presence on digital and social media. With the â€œPlay with Oreoâ€ campaign, Oreo has managed to do what few brands can â€“ retain its authenticity while staying contemporary and relevant.
Speaking on the brand philosophy of â€œplayfulnessâ€, Chella Pandyan, Associate Director, Biscuits India and Kids Fuel AP, MondelÄ“z International said, The â€œPlay with OREOâ€ campaign will encourage people of all ages to tap into their imagination and incorporate a little more play into their daily routines. Further, we wanted to offer consumers an experiential platform to celebrate â€œplayfulnessâ€ which is an integral part of Oreoâ€™s brandâ€™s philosophy. We have a wide range of initiatives in this campaign including an exciting collaboration with renowned graffiti artists for an innovative Oreo wall art project across the country expressing and celebrating the idea of play.
He added, â€œAll of us could do with some more play and fun in our hectic, busy lives. Through this campaign we seek to inspire people and bring in a little more Play in their lives.â€
As a part of the â€œPlay with OREOâ€ campaign, Graffiti art installations expressing play through the unique lens of Oreo have been put up at prominent locations in the cities of Mumbai (at Bandra Reclamation), Delhi (at Moolchand Flyover) and Bangalore (at Richmond Flyover). Renowned graffiti artists like YANTR, Harshvardhan Kadam and Ranjit Dahiya have used the city street walls as their canvas and created their own versions of Oreo art.
The Outdoor hoardings across the country comprise of Oreo pop art having exciting graphics and cheerful colours that radiate liveliness with attention-grabbing messaging. Thus, breaking from the clutter of typical outdoor hoardings and making it a visual treat for passersby.
â€œPlayfulnessâ€ has also got an interesting creative twist through new-age creative art forms like doodle art. One can visit the â€œPlay with OREOâ€ website to create OREO cookie characters or just have a good laugh at the creativity inspired globally by the popular, much loved brand. Fans across the globe have shared their wonderful moments and creative art associated with their favorite OREO cookie. The fan art comprises imaginative Oreo doodle and pop art, photographs of unconventionally styled dishes made from Oreo Cookie, creative videos and much more!
As part of the digital campaign, Oreo will also run a series of web-films on YouTube, and Facebook dedicated to the Play with Oreo theme.
The graffiti idea will extend to social media with the #DoodleIt activity where fans can create interesting and creative doodle art around the Oreo Cookie and post their works of art on the brandâ€™s social media pages on Facebook, Twitter, Pinterest, YouTube and Instagram. All these creations will then find their home on www.playwithoreo.com which is a global platform for Oreo fans to connect and share their love for the much loved cookie.