Cannes Lions

Trust The Twist

LEPUB, Amsterdam / OREO / 2024

Awards:

1 Silver Cannes Lions
1 Bronze Cannes Lions
4 Shortlisted Cannes Lions
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Overview

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Credits

Overview

Background

Oreo it's an icon that begs to be played with and that appeals to young and old alike. Instead of focusing on its role in family bonding, we decided to embrace its playful nature. Decades ago, Oreo introduced the Twist ritual as a fun way to enjoy the cookie, which became a cultural norm. To tackle our business challenges, we put this ritual at the center of our strategy. We portrayed Oreo as a playful dilemma solver, flipping the script on how people see our brand. This approach reshaped the narrative around Oreo, turning our ritual into a key asset.

Idea

Everybody knows that if you split an Oreo in two, the cream will end up either on one side or the other. But what not everyone knows is that MIT researchers confirmed in 2022 that it’s impossible to predict which side the cream will stay on. We've used this unique Oreo feature and turned the brand’s famous Twist ritual into an iconic, playful decision-making tool.

Our campaign has turned every decision making moment into a mini game centered around the product.

Strategy

Cambridge University research revealing that adults make up to 30,000 decisions daily served as the starting point for our campaign. Given this enormous number, it's no surprise that at times, everyone feels the urge to say: 'Can somebody else just decide?' This insight is highly relevant to millions worldwide, presenting significant potential for earned media PR.

To introduce a playful twist to the decision-making process, we created a campaign that enables people to engage whenever and wherever they need to make a decision. We showcased 'deciding with a twist' in our films and through hundreds of messages tailored to common decision-making moments, distributed across traditional media, social media, and through celebrities and influencers. This approach inspired people to unleash their creativity online, flooding the internet with thousands of posts and comments, and transforming them into Oreo influencers.

Execution

We've engaged influencers and celebrities worldwide to demonstrate the concept of “deciding with a twist.” For a week, they lived guided by a cookie, sharing every detail of the decision-making process and outcomes on their social media. In Greece, an influencer started doing groceries dressed in pajamas due to the twist, while German rapper Bausa changed his haircut and began taking ice baths, all influenced by the Oreo twist. He is now preparing to remix his track, with its style also set to be decided by a twist. And that’s just the beginning

Campaign debuted in September 2023 in Spain, Portugal, Poland, Lithuania, Estonia, Bulgaria, Romania, EAM and Greece and will continue to be released in more than 25 countries across three continents.

Outcome

'Trust The Twist' is officially the most epic relaunch the brand has seen in over a century—112 years, to be exact. The campaign has been adapted to 32 languages across three continents. 1.9 billion impressions and over 500 million in earned reach so far. In some markets, sales have jumped up to 26 percent. Over 800,000 decisions have been made with a twist of an Oreo. Including a decision to get married.

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