Oreo: Bring back 2011

Oreo, a biscuit brand, leveraged the ICC Cricket World Cup 2022 in India and collaborated with MS Dhoni to spark playful connections in more households, drive a sales uplift and boost penetration.

Campaign details

Brand: MondelezAgency: WavemakerRegion: APAC

Strategy

Objective

Cricket is a popular passion point among Oreo's target audience, families with children, as they tend to watch the sport together. 

Oreo's objective was to spark playful connections in more households, translating into media & business tasks of driving a 6% sales uplift VS the previous quarter & boosting penetration by 0.5pp.

Target Audience

The World Cup was back after 5 years and Oreo for the first time wanted to associate with it. Cricket is a popular passion point in India, amongst all age groups. It is...

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