Oreo: Stay playful

Oreo, a cookie brand, launched a campaign in Vietnam to help parents focus on building an emotional connection with their kids and drive brand love and sales through more personalised messaging.

Campaign details

Brand: Oreo VietnamLead Agency: Publicis Vietnam & Indonesia & Spark Foundry VietnamRegion: APAC

Strategy

Objective

Oreo had launched their new equity campaign "Stay Playful" in late 2019 that focused on building an emotional connection between parents and kids spending quality time together as a family.

As the world entered Into the darkness of the pandemic In Q1 2020, and as lockdowns became the norm, It became more Imperative to ensure that families were finding more meaningful ways of spending increased quality Family Time together.

An opportunity presented Itself to further enhance Oreo's brand...

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