Cannes Lions

Oreo Tales

MONDELEZ INTERNATIONAL, Sao Paulo / MONDELEZ INTERNATIONAL / 2021

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Overview

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Overview

Background

In Brazil since 2013, Oreo aims to provide joyful family connections. In 2020, the brand had the challenge of showing that its positioning Stay Playful is accessible and relevant for everyone.

Thus, the main objectives of the project were:

•Increase Brand Awareness and Consideration to establish Oreo as an iconic brand, with a clear socially and culturally connected purpose;

•Present an idea capable to generate real family connections on Father's Day, with a meaningful and PRable content;

•Promote reflection about the importance of DE&I, by fomenting the idea: for the world to be playful, it must be playful for everyone.

Idea

For the world to be playful, it must to be playful for everyone.

Oreo used its reach and iconicity to promote reflection on DE&I, showing how any story can be rewritten with more inclusive and contemporary values, so that every child has a tale to inspire its own reality.

On Father’s Day, Oreo invited 3 fathers with legitimacy on DE&I to retell 3 classics:

RAPUNZEL

A story about Racial diversity, told by actor Lazaro Ramos - father of black children João and Maria.

JACK AND THE BEANSTALK

Twisted into a tale about PWD accessibility, narrated by chef Henrique Fogaça - loving father of PWD Olivia.

THE UGLY DUCKLING

Reframed with LGBTQIA+ view, with fashion stylist Alexandre Herchcovitch - adoptive father of Ben and Fernando.

A project that had accessibility and inclusion at its core, with creatives like audiobooks on Spotify, animated subtitled cartoons on YouTube and WhatsApp free content.

Strategy

Oreo, a globally consolidated brand, had the challenge to become an iconic brand in Brazil, by creating a real connection with Millennial parents (BG 18-34 YO).

INSIGHT

On Father's Day, Oreo decided to propose a new family game: retelling classic stories. The brand twisted what seemed immutable: centennial classic tales can also be revisited allowing children to raise with new references of a new desired reality: for everyone to Stay Playful.

EXECUTION

Experiences that reached parents and kids exploring different families’ configurations, aiming to generate identification and representativeness for a broader number of people.

That’s why, Oreo Tales was not limited to demographic profiles, we exploited it to other segmentations: everyone who could feel represented by Oreo Tales (race, gender, LGBTQIA+, PWD, etc).

Partners and suppliers were selected due to the diversity of their teams, i.e: BlackMadre was the cartoons producing partner; diversity committees were project consultants.

Execution

LAUNCH

It all started with a live event about fatherhood promoted on?@oreo_brasil Instagram?on father’s day eve. The 3 celebrities that narrated Oreo Tales discussed about paternity challenges and the values of diversity. Then a teaser of Rapunzel,?followed by the complete video release on the next day.?

SEGMENTATION

Beyond demographic profiles, other layers were considered: racial, gender, LGBTQIA+, PWD.

CHANNELS STRATEGY

Was organised in 3 waves (Pre – During – After) to increase scale closer of category seasonality. The channels' strategy included channels with high reach on core audience + shareability potential.

Accessibility was also a premise for creatives?and channels:?

.YouTube?

Subtitled Animated cartoons

.Spotify?

Audiobooks

.WhatsApp

The tales were released for free download + discount to purchase Oreo on e-comm.?

INFLUENCERS STRATEGY

40 names with legitimacy with the causes were selected to generate more talkability.?

20 massive profiles to amplify the target reach.

Outcome

Oreo Tales generated breakthrough achievements in the category and had unprecedented results:

COMMUNICATION

•Message understanding presented 2.3Pts of association (Facebook benchmark 1.4Pts).

•Mix of formats (video + podcasts) expanded the message's reach. Audio format was innovative and brought a positive listening rate of 83% (Spotify's average 50%).

•438MM spontaneous impacts, with 62 articles in the press, 7 in tier 1 vehicles.

•50% influencers organic engagement.

BRAND

•Oreo reached unprecedented position of SOV leader in the sandwich cookies category during the campaign period.

•Higher rates of consideration compared to previous campaigns and even to the category: +2,4pts in Brand Lift Consideration.

BUSINESS

•Greater revenue growth since Oreo launch in Brazil, making the brand as leader: 1st on market share.

CULTURAL & COMMUNITY

•Content was transformed into books and donated to 300 NGOs: impacting over 14.000 children.

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