OREO taps into younger audience with new campaign

OREO, a long-time Southeast Asians' favourite known for its signature twist, lick, and dunk ritual, is expanding its audience reach with the latest campaign, "Dunk your craving."

Developed by Leo Indonesia, the campaign repositions OREO beyond its traditional family image, tapping into young adults' desire for indulgent snacks.

At the heart of the campaign are two films directed by Diego Nuñez Irigoyen in collaboration with Stink Films and Prodigious. "Cravings calling" highlights OREO's irresistible appeal to teenagers, while "Missing OREOs" captures the playful connection within families.

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"OREO is an iconic brand, but in Southeast Asia we have built our equity as a brand for families with kids. We see immense potential in expanding our audience base and needed to revitalise the brand's imagery to feel desirable not only to families but also to young adults," said Jonathan McCarthy, Mondelez International's vice president of marketing for SEA, in a release.

The films are supported by a visually striking outdoor and social media campaign designed to celebrate OREO's universal appeal, the release said.

Leo Indonesia's creative approach places OREO at the forefront, without eliminating the classic twist, lick, and dunk ritual, as it's still incorporated in the films. The goal is to remind audiences that cravings can strike anytime, anywhere, said Ravi Shanker, chief creative officer of Leo Indonesia.

"It's a small yet purposeful visual shift that strengthens the brand's narrative around taste," Shanker added.

Lucas Levy, senior director of marketing for SEA at Mondelez International, added: "Once you crave an OREO, who can stop thinking about it? When you buy some, who can resist eating a few on your way home? These fun and real observations inspired us to develop this campaign. And as we always say, don't forget the best part: Twist, lick and dunk!"

The "Dunk your craving" campaign is set to roll out across five Southeast Asian markets.

MARKETING-INTERACTIVE has reached out to Leo Indonesia for more information.

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