7.5 Good

AdReview: How do you #PlaywithOreo – Stack them

The elder sister sees the younger one balancing a long stack of Oreos. The younger one is showing off her balancing skills quite proudly when the elder sister points to the dog who apparently is doing something similar. At that moment the dog jumps up and down goes his formation and needless to say that is what would next happen to the girl’s stack too. The elder sister laughs and asks How do you #Play with Oreo.

Overall the theme of the ad is that Oreo is all about fun times, whether having it for what it is – a biscuit – or just using it for fun things like stacking, dunking in a glass of milk, spinning or whatever creative use one could put it to. The mindset that one has when having or experiencing an Oreo is of light hearted fun and this goes with the delight and fun times theme that Oreo has positioned itself with down the years.

While the advertising has been targeted at kids as the primary audience for the product, this current campaign is moving towards creating a wider appeal for the product across segments – youngsters, corporates and a number of other profiles as witnessed from the number of varied entries for this contest. Possibly trying to say through this campaign that irrespective of who you are you are and what you do an experience with Oreo can bring out the fun loving child in you. Just like Cadbury’s did a while ago – widen the base for this brand.

Ad Review

  • Ad Quality

    7
  • Storytelling

    7
  • Casting

    8
  • Value Proposition

    8

7.5

Good

An effort to stay with the original child fun theme of Oreo and at the same time broad base it, provide a platform for engagement and widen the appeal of the product. The ad succeeds to an extent on this front specially with the engagement aspect - a lot depends on what shape is given to this campaign going forward.

About the author  ⁄ Arun Malkani

Arun Malkani

Arun is currently the CMO for the IIFL Group. He has rich experience in all aspects of direct and mass marketing besides having managed some of the largest and most respected brands. He is an active participant in and have been frequently reached out to for a number of initiatives within the marketing fraternity. He is also a member of the jury for the Effies Awards of the Ad Club, Bombay, the Digiratti Awards for online excellence, the PrintWeek India Awards and the Outdoor Advertising Awards. He has received IBM's MITR 50 award in 2012 for being among the Top 50 digital/technology oriented CMOs and has been named in the 2013 list of the Top 50 Most Talented CMOs of India by the World Brand Congress/CMO Council, and in the 2014 list of 100 Most Talented Marketing Leaders by the World Marketing Congress and CMO Council. He is an occasional guest lecturer at business schools on various aspects of marketing and communication. He has also co-authored the book Inside the Minds:Global Marketing Leadership Strategies published in 2012 by Aspatore/Thomson Reuters.

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