Oreo Debuts New Flavored Cookies, Launches Open Up with Oreo Campaign

The Oreo brand has launched its new, globally integrated marketing campaign Open Up with Oreo, which conveys 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, Open Up with Oreo 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. 

In the U.S. market, the Open Up with Oreo message will encourage fans to open up to new people as well as new flavors with the official introduction of the Oreo Wonder Vault, a creative expression of the brand's epicenter of cookie exploration. The Wonder Vault opened to release two flavors, the return of Red Velvet Flavored Oreo cookies and the introduction of Cinnamon Bun Flavored Oreo cookies, both of which will join Oreo's permanent product line-up in the U.S. The Oreo Wonder Vault will release a third, limited edition—but currently undisclosed—flavor next month.  

The new Open Up with Oreo campaign addresses a behavioral shift that comes with age, say brand officials. While children are naturally open, adults begin to default to the familiar, which can cause them to close themselves off to others, officials add. Open Up with Oreo campaign leverages both the brand's expansive global footprint and its ability to break through the adult exterior. The objective is to inspire 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. This playful gesture is a catalyst for breaking down barriers and creating unexpected connections, officials say.

"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," says 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.

The animated TV spot comes to life through the brand's signature Wonderfilled aesthetic and upbeat music. Set against the backdrop of a diverse roller rink, the animation follows a young girl inspiring those around her to look inside themselves to let a little bit of wonder out and, in turn, let others in. In the spot, an Oreo cookie is the catalyst for the characters to open up to each other. The spot launched in the U.S. on Jan. 18 featuring the vocals of multi-platinum-selling, Grammy-nominated recording artist Adam Lambert. More than 50 other markets will follow with vocals, lyrics and languages adapted locally as necessary.

"I'm excited to collaborate with the Oreo brand on the Open Up with Oreo campaign," says Adam Lambert. "I hope when people hear this song they think it's fun and are encouraged to see what happens when they open their hearts to those who are different from them."

In addition, 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. The video series will be comprised of animated stories in which the characters share an Oreo cookie and create a Wonderfilled connection.

The new campaign builds on the brand's success of making a global platform relevant across the globe by leveraging universal consumer insights, but executing in a way that reflects the local context and culture.   

"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," says Hull. "Even after 100 plus years, the Oreo brand continues to delight consumers all over the world in fresh and relevant ways."