Oreo was introduced in India in 2011. Our competitors were decades old & whose identifiers, rituals & memories were seeped into the Indian cultural context, occasions & memories. Oreo was a foreigner with no real place in Indian culture.

OBJECTIVE:

• Find a place for Oreo in Indian popular culture, to increase brand affinity and therefore regular usage and sales. Associating with cricket, the largest followed sport in India was the easiest and quickest way to do it.

• Since launch, Oreo India had singularly focused on parent-child connections. We wanted to expand beyond our “childish brand” perception. And bring teens and young adults into the brand’s fold.

In 2022, pressures were high because India hadn’t won the World Cup in 11 years. While, Oreo’s global motto is to bring people together by sparking playful connections. We asked ourselves, what could we do? And just like that, we saw a playful connection!

The last time India won the World Cup was in 2011 i.e. the same year Oreo was launched in India. Oreo was launched in 2011. India won the world cup in 2011. Serendipity? We thought different! If Oreo could launch again in 2022. India could win the World Cup again in 2022.

BIG IDEA

#BRINGBACK2011: RALLYING 1Bn INDIANS TO BELIEVE THAT IF THEY PARNTER WITH OREO TO BRING BACK 2011, THEN INDIA CAN WIN THE WORLD CUP, AGAIN.

Target Audience: Cricket is a religion in India – our Super Bowl. 90% of cricket’s 1Bn global fans are Indians. Hence, we expanded our TG from families with kids to everyone who watches Cricket.

Insight: We found that cricket fans are superstitious & would go any lengths to help India win. 1 person claimed he skips watching the first delivery in every match because then India wins. Another always wear yellow. Given that the Indian team hadn’t brought home a world cup in 11 years, fan were desperate to see a win.

Strategic Unlock: We realize that it needed little to ignite the superstitions. Could Oreo use its playful tonality to be a part of that?

1. LENDING CREDIBILITY: A spokesperson to champion our belief & whom better than the 2011 World Cup captain, M.S Dhoni?

2. LEVERAGING ON CONVERSATION IN CULTURE: The Cricket World Cup is our Super Bowl & so the media landscape was bound to be cluttered with sponsorships & TVCs. We had to be different to be heard.

A LIVE PRESS CONFERENCE - At the time, media were ablaze with speculation around the Retirement of M.S Dhoni from all tournaments. We set fire to this, by announcing a live press conference with Dhoni, without any mention of Oreo. Then, we dropped our campaign via YouTube Premiere.

STEP 3: RALLYING INDIA BEHIND THE BELIEF

To maintain momentum, we launched other #BringBack2011 assets with influencers. Dhoni dropped a video of him bringing back his iconic hair cut from 2011. We rallied behind all cricket fans on social media to join us.

OREO MADE ITS WAY FROM A BISCUIT TO A POP CULTURE ICON

With haircuts, tattoos, book launches, movies, jerseys & more, India responded!

• A Bollywood director, released her movie, again.

• A sports writer launched his book, again.

• 15 ex & current cricketers from the national Indian cricket team joined in and brought back 2011 in their quirky ways.

• One of India’s oldest (179 years) & largest newspaper (13Mn circulation), Times of India, reprinted its 2011 front page cover in support.

Campaign Results

• $30Mn Earned PR value

• Dhoni’s Press Conference garnered >6Mn View in less than 24hour

• Nearly 3Bn impressions overall

And we did good business too!

Brand Results

• Metrics on ‘Buy Regular’ grew by 8 PPTs, highest ever for Oreo India