Oreo has launched “Everyone’s doing the Twist, Lick, Dunk”, a new brand campaign that turns the familiar action into an iconic ritual, whilst playfully spotlighting the crave-ability of the product.
Beloved by everyone, Twist, Lick, Dunk’ is a behaviour that’s uniquely Oreo and a recognisable distinctive brand asset with potential to drive further meaning with UK consumers. By turning a well-known behaviour into a recognisable action, the campaign places the ritual at the heart of the creative, using playful connection and association to give Twist, Lick, Dunk fresh cultural significance, connecting families and friends of all ages together.
To capture the attention of snackers, the fun, integrated campaign elevates ‘Twist, Lick, Dunk’ to a cultural ritual, through an attention-grabbing graphic system, an original, catchy ‘Twist, Lick, Dunk’ track specially crafted for the campaign, and fun UGC-style clips such as hula-hoops twists and pool jump dunks, to reimagine actions that are uniquely Oreo.
Running across OOH, social, digital audio and TV, the work was created by Saatchi & Saatchi, while media planning and buying was handled by Publicis PoP 30. With a story that seamlessly connects across each execution, OOH executions were designed to turn the iconic Oreo ritual into a bold piece of visual storytelling, using typography to capture the three distinct stages of tasting the cookie: Twist, Lick, Dunk. Each word was designed to behave like the action itself, mirroring the movement; while graphics were refined to resemble twists, curves, and splashes. The digital audio, social and AV features a catchy earworm track, further driving memorability and salience. On social, the campaign uses quick-cut clips of playful moments and creator content, with creators engaging in unique Twist, Lick and Dunk actions in everyday life to encourage participatioreo
Raphael Capitani, Senior Brand Manager Oreo adds: “Twist, Lick, Dunk has always been part of Oreo DNA, but this campaign shows how the ritual can help to elevate brand meaning when tailored to UK culture. By inviting people to play with the brand in their own ways, we ensure Oreo remains authentically relevant to our audience.”
