OREO puts a playful twist on privacy cookies and pop-up ads

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Commemorating its 108th birthday, Oreo has taken over everyday webpages such as Forbes and Kompas, and posted an ad which looks just like a privacy cookies pop-up message. The ad was borrowed from the visual and linguistic style of privacy cookies to serve users a cheeky version of its own. Created by Publicis Groupe Indonesia for Mondelez Southeast Asia, the concept was to give a playful twist on internet cookies by creating a cookie banner of its own. Instead of taking personal information from web users (like what third-party cookies do), consumers will be given a free pack of Oreo cookies to celebrate its birthday.

Through partnerships with various eCommerce platforms across Asia, including Lazada and BliBli, when consumers accepted a cookie, they would get a cookie sent to their doorstep as a complimentary treat. The short campaign ran from 6 to 8 March 2020.

Nikhil Rao, director marketing, Biscuits – SEA for Mondelez said this comes as Oreo is on a mission to make people stay playful even in the most mundane or serious situations. “So on Oreo’s birthday, we thought we would bring fun to the world of ‘cookies’ by taking a stab at the cookie that really isn’t a cookie, at least not in our world,” he added.

Meanwhile, Ali Shabaz, chief creative officer, Publicis Groupe Indonesia said: “Oreo is the most loved cookie in the world. To celebrate Oreo's birthday we wanted to give everyone a taste of this delicious cookie. What better way than to replace an annoying cookie with one that brings joy?”

Mondelēz International consolidated its global creative account with Publicis Groupe and WPP in August 2019. Publicis Groupe was tasked to be the main strategic lead for biscuits and gum, with Digitas leading the charge. While, WPP took on as the strategic partner for the chocolate, candy, powdered beverages and cheese divisions, with Ogilvy and David taking the lead. Meanwhile, The Martin Agency under IPG will continue its role as global creative lead for Oreo.

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